Essence Cosmetics is a leading European makeup brand known for providing innovative, high-quality, and on-trend beauty products at affordable prices. The brand is owned by the German-based family company cosnova Beauty. Company Profile Parent Company: Cosnova GmbH Founded: 2001 by Christina Oster-Daum Headquarters: Sulzbach, Germany Availability: Available in approximately 90 countries worldwide, including the US, UK, and across Europe. Market Position: Essence is the number one best-selling cosmetics brand in Europe by units sold. Brand Philosophy and Values Essence's core philosophy is to "Make beauty fun" by offering products that inspire creativity and self-expression without the pressure to be perfect. Key values and features include: Affordability & Quality: The brand aims to democratize beauty, proving that excellent quality and innovation do not have to be expensive. Cruelty-Free: Essence has never, and will never, test on animals and is listed with PETA Germany and PETA International. Vegan & Clean Beauty: The entire product range is 100% vegan and free from microplastic particles. They follow a strict Clean Beauty Standard that eliminates parabens and PEGs, focusing on natural ingredients whenever possible. European Manufacturing: Over 85% of their products are manufactured in Europe, adhering to strict EU quality and safety standards. Essence targets a Gen Z audience, focusing on inclusivity, social initiatives, and keeping up with fast-moving social media trends through rapid product development and limited-edition releases.