There is a substantial difference between making a product economically accessible and changing the way its value is perceived. In the world of cosmetics, where for a long time the prestige of a brand has also been associated with the price, this distinction has taken on a particular meaning. Quality and innovation seemed to belong above all to the universe of luxury beauty, while the mass market responded to predominantly functional needs. A balance that, at the beginning of the 2000s, Christina Oster-Daum and Javier González decided to question, giving life to cosnova.
Their intuition was born from a simple question: why should an innovative, desirable and quality cosmetic necessarily have a high price? A question destined to define the identity of the German company and to accompany the growth of essence and Catrice, two brands now present in the beauty cases of millions of consumers.
Twenty-five years after the origins of the project, Cosnova represents one of the most significant realities in international cosmetics. A family-run company that has retained its independence, building its expansion on a principle that has remained unchanged: making beauty a space for personal expression accessible to all.
An intuition born from the desire to change the rules
Cosnova’s story begins long before the democratization of beauty entered the language of the cosmetics industry. Christina Oster-Daum, after an experience in marketing at Nestlé, continued her professional path in the beauty sector, developing the idea of a brand capable of combining high-performance formulations, innovation and affordable prices.
The project, initially proposed to the company he worked for, did not meet with the approval of the management, who were convinced that make-up should retain an aspirational dimension. Oster-Daum had a different vision, also influenced by experience in the food sector, where offering quality at affordable prices was a consolidated practice.
Thus Cosnova was born in 2001, while in February 2002 essence arrived on the market. Next to Christina is her husband Javier González, who also comes from the cosmetics industry.
The beginnings have an almost domestic dimension. The two entrepreneurs work from their home, using the dining room as their first office. The agreement with the German chain dm, which chooses to distribute essence right from its debut, allows the business to be started without external financing. It is the beginning of a self-financed growth model that Cosnova will maintain over time.
The democratization of beauty as a business model
«Invest in product quality rather than marketing». Christina Oster-Daum thus summarized one of the principles that accompanied the development of cosnova, overturning a logic that had long been dominant in the cosmetics industry.
When essence arrives in German stores, campaigns with great testimonials still represent one of the privileged tools for building brand recognition. Cosnova chooses a different path, concentrating resources on formulations and the ability to offer competitive products at affordable prices.
The initial renunciation of traditional advertising favors a direct relationship with consumers, fueled by word of mouth and the possibility of experimenting with make-up without incurring a significant expense. The product becomes the main communication tool.
The strategy proves effective. In 2007, five years after its debut, essence achieved leadership in terms of volumes in the German decorative cosmetics market. Meanwhile, in 2004, the launch of Catrice had expanded the group’s offering.
What distinguishes the two brands is above all the approach to make-up. essence interprets a spontaneous, colorful and experimental dimension, while Catrice develops a more sophisticated language, inspired by trends and premium beauty, without sacrificing accessibility.
From Germany to the world, growth built over time
The size reached by cosnova shows how well that first intuition was translated into an industrial strategy. The group is now present in over 90 countries and, according to the results for the 2025 financial year, recorded a turnover of 991 million euros, up 4% compared to the previous year.
In the global panorama of decorative cosmetics, Cosnova occupies sixth place in terms of value and second in terms of volumes, while essence is indicated as the best-selling cosmetic brand in Europe. Significant results for a company that has maintained affordable prices and an independent ownership structure.
Italy represents one of the group’s strategic markets. In 2017 Cosnova opened its Italian branch, consolidating the presence of essence and Catrice. According to NielsenIQ data relating to the twelve months ending in May 2026, the company has achieved leadership in the Italian mass market of make-up, both in terms of value and volume.
«Establishing yourself in Southern Europe required time, perseverance and a long-term strategy», explained Javier González, underlining the importance of knowledge of individual markets and the ability to adapt to local needs.
The future of beauty beyond make-up
The next phase of cosnova’s growth aims to broaden the concept of accessible beauty beyond the boundaries of decorative cosmetics.
In January 2026, the group acquired Niche Beauty Lab, a Spanish company specializing in scientifically oriented skincare, known for brands such as Transparent Lab, Theramid and Acnemy. An operation that allows us to integrate new skills into formulation research and the development of products based on active ingredients.
The choice responds to the evolution of a market in which the boundary between make-up and treatment is becoming increasingly thin and consumers are looking for products capable of combining effectiveness and innovation.
For Javier González, expansion into skincare represents a fundamental step to sustain long-term growth, reach new markets and expand the portfolio without losing the original philosophy. Christina Oster-Daum continues to bring the future perspective back to the vision that inspired the birth of the company: to allow an ever-increasing number of people to find beauty as a tool for individual expression.
Twenty-five years later, in a sector that continues to question itself on the meaning of luxury, the value of innovation and new forms of inclusiveness, cosnova continues the belief that accompanied its birth: beauty acquires an even deeper meaning when it becomes a shared possibility.
