Beauty Retail Roundup: Kosé, Too Faced, Pretty Smart, Tronque, Yensa

Pretty Smart is a new female-founded beauty brand that made its official debut and launched exclusively in 2,800 Walmart locations.
Pretty Smart is a new female-founded beauty brand that made its official debut and launched exclusively in 2,800 Walmart locations.

The latest round of beauty retail expansions include Kosé, Too Faced, Pretty Smart, Tronque and Yensa.

Kosé > Maison Kosé

Kosé has announced its first stand-alone store in the United States, Maison Kosé. 

The store has opened at The Shops at Santa Anita in Los Angeles and will integrate shopping with entertainment, education, technology, and local community interaction. 

Brands such as Decorté and Sekkisei will offer bestselling products from Japan.

Beauty consultants will be on hand to offer solutions and beauty rituals tailored to each customer and their needs. 

Maison Kosé has opened at The Shops at Santa Anita in Los Angeles.Maison Kosé has opened at The Shops at Santa Anita in Los Angeles.

There is also a special area in the store dedicated to Kosé's global ambassador, Shohei Ohtani, from the Los Angeles Dodgers. Customers can experience a stadium makeover to show their team spirit. They can also create fan art with SminkArt from Japan, which features paint made from upcycled cosmetics that are past their prime.

Customers will have the opportunity to receive a 3D image of their face scanned by a skin diagnostic machine. They will also receive a recommended skin care regimen and skin care samples based on the diagnosis.

Pretty Smart > Walmart

Pretty Smart, a new female-founded beauty brand, has made its official debut and launched exclusively in 2,800 Walmart locations, and

The brand is launching with a full range of cosmetics, including an inclusive shade range of foundations and concealers, with all products priced at $10 or less.

Pretty Smart offers a range of 27 products with more than 145 shade variations.

Product lineup includes:

  • Tipsy Owl Illuminating Face Drops: In three complexion boosting shades, Bronze, Rose & Gold. Tipsy Owl Drops contains organic jojoba seed oil with skin-softening properties. Add the perfect glow for your complexion with its blendable and buildable formula.
  • Diffusing Face Primer: This water-based primer gives you that blurred look effect and it contains glycerin with skin-conditioning properties. Say goodbye to the days of sticky primers; this lovingly crafted formula leaves your skin feeling incredibly soft and perfectly prepped for makeup that lasts.
  • I'm Dreaming Liquid Blush: Effortlessly light yet boldly pigmented, this dreamy blush contains coconut alkanes with skin-softening properties. The sleek doe-foot applicator of I'm Dreaming Liquid Blush can slide from an understated glow to a statement blush.
  • Pretty Smart Drama Black Mascara: Prepare for eye-catching lashes from each swipe of the soft-textured formula, courtesy of Pretty Smart's formula which contains carnauba wax with long-wearing properties and the Xtra-Xtra Lush Brush that thickens each lash, making them the star of the show.
  • You've Got Brow Gel: Flaunt your arches with You've Got Brow Gel's effortless application and perfect tint (or clear), formulated with Vitamin B5 with anti-inflammatory properties.

Marissa Shipman, founder and chief creative officer of Pretty Smart, said, "I couldn't imagine a better retail partner than Walmart to bring my dream of a truly luxurious, yet affordable, product line to reality. As someone who's spent more than 20 years in the beauty industry, I know firsthand that a product's final price to the consumer is not only influenced by ingredients and their quality but also influenced by the touchpoints in its journey from concept to development to manufacturing before finally landing on store shelves. That didn't sit right with me. Pretty Smart was born from a desire to change that. We develop, manufacture and distribute ourselves, which is what has made our affordable formulations possible. It's incredible to finally launch Pretty Smart and I am so excited for Walmart customers to be able to try the line themselves."

Creighton Kiper, vice president, merchandising, beauty, Walmart U.S., said, "We are thrilled to welcome Pretty Smart to Walmart and expand our beauty assortment even further. Helping our customers discover new brands that will both inspire and delight them is a priority for Walmart Beauty. Pretty Smart, which embodies a similar goal, is the perfect addition to our shelves and While these accessibly priced, yet still luxurious beauty products will appeal to all Walmart beauty shoppers, we're especially excited about the opportunity to reach Gen Z with this lineup."

Tronque > Bergdorf Goodman

Tronque is now available at Bergdorf Goodman, both in store and online.

Angela Welcome, Bergdorf Goodman director/associate DMM cosmetics, fragrance, hair accessories and eyewear, said, "As we were looking to update our assortment of body care with new and interesting products, Tronque caught our eye, specifically Scar Concentrate with its unique formulation.  Overall, the brand has efficacious formulas and elevated packing that will be attractive to the Bergdorf Goodman customer."

Tanné Snowden, founder and CEO of Tronque, said, "Bergdorf Goodman is the pinnacle of luxury, based in the heart of NYC with a gorgeous assortment of beauty. With our clean and effective body care portfolio, we feel highly aligned with their discerning audience. It’s been our goal from day one to collaborate with this premiere establishment and we are looking forward to a successful partnership."

Too Faced > Amazon 

Too Faced has made its Amazon Premium Beauty store debut.

Too Faced is the second brand within The Estée Lauder Companies’ portfolio to open a storefront in the U.S. Amazon Premium Beauty store.

The storefront will include:

  • Better Than Sex Mascara in original and waterproof
  • Lip Injection Extreme and Lip Injection Maximum Plump lip glosses
  • Born This Way Super Coverage Multi-Use Concealer
  • Born This Way Natural Nudes Eyeshadow Palette
  • Better Than Sex Foreplay Mascara Primer
  • Cloud Crush Blush
  • Chocolate Soleil Melting Bronzing & Sculpting Stick
  • Kissing Jelly Lip Oil Gloss. 

The brand has collaborated with lifestyle content creator Darcy McQueeny as its official Ambassador for its Amazon storefront.

Tara Simon, global brand president of Too Faced, said, "We approach anything we do with a consumer first mindset and launching Too Faced in the U.S. Amazon Premium Beauty store is a natural fit with that strategy. We will reach new, highly-engaged beauty consumers that will be introduced to iconic Too Faced hero products, and we will meet our current Too Faced fans in Amazon’s stores, a destination they are already shopping. We look forward to providing our consumers an immersive brand experience with engaging product education, shoppable recommendations and convenient delivery to doorsteps.”

Yensa > Nordstrom

Yensa has expanded into select Nordstrom stores across the country with a limited selection or products focused primarily on complexion.

All shades will be available for the following products:

  • Super Silk Serum Foundation: A full coverage serum foundation that is supercharged with skin-loving peptides and an age defying complex of vitamin C, E, Ferulic and Bakuchiol Oil to brighten, firm and prevent fine lines and wrinkles.
  • Skin on Skin BC Foundation: An all-in-one BB and CC foundation that provides full coverage with SPF 40 protection.
  • Super Bright Serum Silk Under Eye Corrector: A weightless, full-coverage correcting cream that conceals and brightens the under eye area.
  • Tone Up Essential Glow Primer: Minimize the appearance of pores, fine lines and winkles witht his lightweight satin-sheen primer for an invisible skin perfecting finish.
  • Skin On Skin BC Concealer: Conceal, brighten and evens skin ton under the eyes. Can also be used to spot conceal, highlight and contour.
  • Super Serum Silk Concealer: A serum concealer that is supercharged with skin-loving peptides and an age-defying complex to help nourish your under-eye area over time and deliver full, flawless coverage that does not crease, crack or settle.

An assortment of shades in the following products will also be available:

  • Luxe Lip Oil
  • Super Serum Silk Cream Blush
  • Silk Bronzing Base
  • Super Glow Radiance Polishing Mask
  • Complexion tools

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