THE WHAT? cosnova Beauty has confirmed it will not raise prices across its portfolio, including essence makeup and Catrice Cosmetics, despite rising costs and global tariff pressures impacting the wider beauty market.
THE DETAILS The company said it plans to absorb cost increases linked to manufacturing, raw materials and logistics rather than passing them on to consumers. cosnova attributed its ability to maintain pricing to scale efficiencies and long-term supplier partnerships.
The announcement follows cosnova surpassing US$1 billion in global revenue and comes as the group continues to expand mass retail distribution, including a rollout of essence into additional Walmart stores after an initial online launch.
THE WHY? With beauty shoppers becoming increasingly price-sensitive, maintaining stable pricing offers 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.
Source: PR Newswire
