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Industry buzz

Germany’s Cosnova Beauty enters into the Brazilian market

Essence, a brand of the Cosnova Beauty group, is entering the Brazilian market. Well known in Europe for its popular prices, the brand has already signed a partnership with the RaiaDrogasil pharmacy network and the Sumirê perfumeries. Other partners are still being discussed, such as Marisa and Renner.

The company expects to become one of the country’s top sellers in the next five years. It plans to compete with brands such as Vult, owned by Grupo Boticário, and Dailus. A partnership has been signed with Beleza na Web for online sales, but the company is considering setting up its own e-commerce.

Essence has a total of about 800 products in its German catalog. Between 240 and 300 items will be available in Brazil. All the products will be imported from the German headquarters.

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