Wendy future of retail top

Walgreens rolls out exclusive cosmetics line

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DEERFIELD, Ill. — Walgreens is expanding its selection of premium color cosmetics in a deal with Maesa that will include the launch of CIRCA, an exclusive line of professional color cosmetics.

The actress Eva Mendes is working with both companies to “help craft the marriage of classic Hollywood style and market-leading formulations,” which will make CIRCA the “only brand of its kind” sold at drug stores, according to a joint statement.

The product portfolio includes 133 SKUs overall, with offerings across the eye, lip and face categories. The CIRCA line was expected to launch in late February in top-selling Walgreens beauty doors nationwide, as well as Walgreens.com and drugstore.com.

Walgreens said the new line’s launch supports its efforts “to increase accessibility to well-priced, diverse, specialty beauty offerings.”

“Our customers are continually searching for quality products at an affordable price, and we’re thrilled to offer CIRCA as part of our ever-expanding portfolio,” said Walgreens group vice president of personal care and beauty Shannon Curtin. “This collaborative cosmetics line is bringing the Walgreens shopper the slice of luxury she’s looking for at a price point she values.”

Maesa, a recognized leader in creating and manufacturing exclusive beauty brands, is pioneering a new era of prestige products available at mass.

Its CIRCA assortment is designed to appeal to the varying needs of a multicultural market, with shades designed to work across the lightest and darkest of skin tones, through the use of high-performance formulations, rich pigments and innovative technologies.


ECRM_06-01-22


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