German color cosmetics brand BeYu targets US masstige market

By Simon Pitman

- Last updated on GMT

German color cosmetics brand BeYu targets US masstige market

Related tags Color cosmetics Cosmetics

Reflecting continued growth in the globel market for color cosmetics, the German color cosmetics brand is launching in the United States by targeting the masstige space.

BeYu was founded in 1999 and has built itself a reputation in the domestic market and further afield in Europe as a high quality color cosmetics manufacturer, with products that feature eye-catching colors and luxury packaging, but priced at a mass market level.

Described as an “on-trend”  make-up line, BeYu says its products"reflect the colors" of the world, allowing the wearer to reflect their individualism or to capture a specific mood.

German heritage and affordable pricing

"With a German heritage, BeYu brings European luxury to the American consumer at an affordable price,"​ said Christian Dean, CEO of BAM Brands USA, in a press statement to mark the US launch.

"Our passion for our cosmetics shines through in the quality and feel of the makeup in luxury packaging."

The line up of products to be launched in the US market will include brow powders, fillers and definers, along with mascaras and color-stay lipsticks, together with a variety of foundations, concealer and powders to suit a variety of desired finishes and skin tones.

"Distinct to BeYu are brow products that provide precision and durability, mascaras offering optimal texture and volume, and eye palettes which can be applied wet for a more intense color sensation,"​ said Lindsay Ebbin, BeYu Partner and International Celebrity Makeup Artist.

The line will have nation-wide distribution through the CVS drugstore chain and will be priced at $9 - $27.

US color cosmetics still growing

Estimates vary on the value of the color cosmetics industry in the US, but as one of the highest growth categories in the market it is likely to reach a value of $20bn in the next few years.

The biggest spend amongst color cosmetics consumers in the US occurs amongst females aged under 35, making the millennial generation the primary focus for manufacturers.

This generation is widely seen as hard to please and lacking in brand loyalty, but in recent years the biggest movements in consumer spend have been seen with up market retailers such as Sephora, where brands such as Bobbi Brown and Urban Decay are proving highly popular.  

Related topics Brand Innovation Color Cosmetics

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