THE FACT THAT? cosnova Beauty has confirmed that it will not increase prices across its portfolio, including essence makeup and Catrice cosmetics, despite rising costs and global tariff pressures affecting the wider beauty market.
THE DETAILS The company said it plans to absorb cost increases related to manufacturing, raw materials and logistics rather than passing them on to consumers. Cosnova attributed its ability to maintain prices to scaling efficiencies and long-term supplier partnerships.
The announcement comes after Cosnova surpassed $1 billion in global revenue and comes as the group continues to expand mass retail distribution, including launching essence in other Walmart stores after an initial online launch.
THE WHY? As beauty buyers are increasingly price sensitive, maintaining stable prices gives cosnova a competitive advantage in the value cosmetics segment. The move also highlights how scale-led brands are using operational efficiencies to protect market share as inflation and supply chain costs reshape pricing strategies across the industry.
Fountain: Public Relations Newswire
