German mass beauty brand Essence has entered the Indian market via an exclusive agreement between parent company Cosnova Beauty and India’s Reliance Retail Limited, the retailer announced on Monday.
Reliance Retail is India’s largest retailer and has a growing beauty portfolio. Essence’s products will be made available to consumers nationwide through its specialty retail arm Tira Beauty’s e-commerce and physical stores, as well as in partner retail.
Founded in 2002, Essence is Europe’s number one cosmetics brand by units sold, according to Cosnova, with makeup products priced between $5 and $10. It is available in around 90 countries and at retailers such as Ulta Beauty in the US, Boots and Primark in the UK and Druni in Spain.
The deal with Reliance is Essence’s first official distribution partnership within the Indian market, where its previously been available through third-party sellers.
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