German value beauty conglomerate Cosnova breaks $1 billion in yearly sales, expands US footprint

1 month ago 13

Last January, Cosnova USA CMO Jill Krakowski told Glossy that the quickly-growing German beauty company was targeting the $1 billion yearly sales threshold for 2024. On Thursday, Cosnova announced it had surpassed it at the end of the year.

As Europe’s best-selling color cosmetics brand by volume, according to Cosnova, the conglomerate’s U.S. strategy has everything to do with value and replenishment. Essence and Catrice are made up of affordable color cosmetics priced as low, or lower, than top sellers in the U.S. mass category.

For example, Essence’s best-selling Lash Princess Mascara, Banana Powder and Pure Nude Highlighter, as well as its 2024 lip oil and mascara launches, are each priced at $4.99. This compares to $7 for E.l.f’s best-selling Tubing Mascara, $9 for NYX’s Worth The Hype mascara, and $9 for ColourPop’s Act Natural Mascara. Maybelline’s iconic pink-and-green Great Lash is currently priced at $8.49, while L’Oréal’s cult Voluminous mascara goes for $9.99.

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