VOLUME STYLIST 18HR CURL & HOLD MASCARA

The Essence of Essence Cosmetics: "Make Beauty Fun"

The brand essence is a commitment to providing trendy, reliable, and ethical makeup at exceptional prices, allowing consumers to experiment freely and express themselves without pressure.

Core Pillars of the Brand Essence

1. Affordable Fun & Experimentation

This is the heart of the brand's appeal. Essence wants to remove the financial barrier to makeup, encouraging users—especially Gen Z and those new to cosmetics—to play and try everything.

• Philosophy: "Make-up should be fun... why choose just one... when you can try them all?"

• Target Audience: Young, budget-conscious consumers who are trend-followers and value self-expression.

• Positioning: Low-end of the price scale, often the cheapest makeup available, proving great quality is not a question of price.²

   

2. Pink & Proud Quality³

Despite its low prices, the brand maintains a commitment to quality and ethical standards, which is a key differentiator in the budget category.

• Quality Standard: Products are often European-made and comply with strict EU cosmetic directives, ensuring quality ingredients and performance (e.g., the viral Lash Princess Mascara).⁴

   

• Ethics: The brand is strongly committed to being cruelty-free and constantly improving its sustainability efforts, including moving its entire product line to 100% vegan ingredients.

3. Empowerment & Anti-Perfection

Essence aims to be a cheerleader for its audience, challenging the idea that beauty has to be serious or perfect.⁵

• Core Message: "We believe in the girl inside every one of us!" and celebrating individual beauty unconditionally.⁶

   

• Stance: It directly pushes back against "the pressure to be perfect," encouraging a casual, individual, and courageous approach to defining one's own style.⁷