cosnova sees 2021 sales boost on back of 50% hike in e-commerce

By Julia Wray | Published: 17-May-2022

German company expects social commerce, live shopping events and augmented reality tools will further grow digital presence

cosnova Beauty has revealed a 15% net sales increase in 2021, driven by a continued boom in online commerce.

The Sulzbach, Germany-based owner of the essence Makeup and Catrice brands cited online sales as a major growth driver with cosnova's e-commerce business growing more than 50% in 2021 compared with 2020, and by more than 130% compared with 2019.

Digital channels now account for approximately one tenth of the family-owned company’s global sales.

"cosnova remains fully on track for success, despite the tense global situation in another challenging year – which is why we are very pleased with this result," said Mathias Delor, Managing Director and COO of cosnova.

cosnova performed strongly in the US market last year, delivering over 40% growth.

This, said the company, was fuelled by e-commerce, digital marketing, and the expansion of its social media presence on Instagram and TikTok.

essence Makeup’s Lash Princess False Lash Effect Mascara achieved viral success, generating double-digit percentage growth.

"essence Makeup has enjoyed great success with Ulta and Amazon, and continues to be a top performer for both retailers as beauty enthusiasts seek high-quality products at an affordable price point,” added Jeffery Wagstaff, CEO of US subsidiary Cosnova Inc.

"We are incredibly proud to have the number one best-selling beauty and personal care product on Amazon with essence's Lash Princess False Lash Effect Mascara and will continue to expand our position on the site even further in 2022."

The company has flagged social commerce, live shopping events, and augmented reality tools as focal areas for 2022, with a pivot to influencer marketing and content creation.

cosnova was founded by Christina Oster-Daum and Javier González in 2002, and celebrates its 20th anniversary this year.

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