Essence Makeup Hits Walmart Shelves

Essence Makeup is now available in over 500 Walmart locations nationwide.

The retail expansion follows a successful launch on Walmart.com in 2025. The expansion reinforces parent company Cosnova’s broader US growth strategy and the rising consumer demand for affordable, high-quality cosmetics, with Essence now reaching over millions of Walmart shoppers weekly across digital and in-store channels.

“Following our strong online performance, expanding into Walmart stores nationwide is a pivotal next step for essence in the US,” said Jeffery Wagstaff, CEO of Cosnova USA. “Our mission has always been to democratize beauty by delivering high-performing, on-trend products at prices everyone can afford. This rollout allows millions more shoppers to experience essence in person, without compromising on quality, ethics or fun.”

With 23 SKUs initially available on Walmart.com, the brand’s bestseller, Lash Princess False Lash Effect Mascara, has emerged as the top-selling item in the assortment.

Line N’ Stain Introduction

To celebrate the in-store launch, Essence will introduce a Walmart-exclusive Line N’ Stain. Tattoo Lip Liner, available in three shades for under $5. The in-store assortment will also feature some of the brand’s viral heroes, including the Juicy Bomb Shiny Lipgloss, Hydra Kiss Lip Oil and Brighten Up! Banana Powder.

Check out our most recent coverage of the color cosmetics market here.