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The Europeans Are Coming!

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Catrice is just the latest European brand to cross the Atlantic in pursuit of the massive US beauty market.

The US beauty sector is expected to rise from $80 billion today to $90 billion by 2020, so it's no wonder that a range of brands from the other side of the Atlantic, including Max Factor, are pursuing a presence in the market.

Max Factor, led by creative director Pat McGrath, has launched a "limited-edition capsule" in the United States, featuring Masterpiece Max Mascara, Masterpiece High Precision Liquid Eyeliner, and two lipsticks in nude or rose.

Now, BeYu is expanding nationally in the United States via Target's website, according to a new report. The brand is offering products such as Sun Poweder, Eyebrow Gel and Liquid Eye Liner.

Simultaneously, another report shows that German makeup brand Catrice is pushing into the US market with products that typically retail between $5 and $9.

The competition is heating up.