German mass beauty brand Essence has entered the Indian market via an exclusive agreement between parent company Cosnova Beauty and Indiaâs Reliance Retail Limited, the retailer announced on Monday.
Reliance Retail is Indiaâs largest retailer and has a growing beauty portfolio. Essenceâs products will be made available to consumers nationwide through its specialty retail arm Tira Beautyâs e-commerce and physical stores, as well as in partner retail.
Founded in 2002, Essence is Europeâs 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 Essenceâs first official distribution partnership within the Indian market, where its previously been available through third-party sellers.
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