Actress Eva Mendes is the face of Circa Color Cosmetics. © Helga Esteb /...

Actress Eva Mendes is the face of Circa Color Cosmetics. © Helga Esteb /

Walgreens is launching an exclusive masstige colour cosmetics line that will be available in the dugstore chain top-selling beauty doors across all the U.S.A. as well as at and Called Circa, the new beauty brand consists of premium makeup artist quality formulas for eyes, face and lips at accessible prices ranging from USD 8 to USD 15.

Multicultural market

Walgreens, the largest drugstore chain in the U.S.A. [1], said its aim is to “increase accessibility to well-priced, diverse, specialty beauty offerings.” The Circa line, which includes 133 SKUs in total, has been designed to address the varied needs of the multicultural market. The various shades have been selected to “work across the lightest and darkest of skin tones, through the use of high-performance formulations, rich pigments and innovative technologies”.

In a demographic context where women currently considered as belonging to ethnic minorities will constitute the majority of the U.S. population within the next thirty years, Walgreens intends to offer a go-to brand for women of all ethnicities. So, it is not a coincidence if Latina actress Eva Mendes was chosen to help craft the new brand. “As a Latin woman, it was important to me that we create a line of products that work for all women and is accessible without compromising quality,” she said.

Shoppers at Walgreens should be able to catch a glimpse of the screen diva as she is scheduled to make some in-store appearances to launch the first Circa collection.

Hollywood glamour

Much more than a Latin icon, Eva Mendes is also an incarnation of the timeless Hollywood glamour. With Circa, Walgreens also intends to celebrates nostalgia, romance and classic elegance and to tap into the professional makeup trend. Circa will thus cater to make-up artists, offering an online shop where they can buy products at a discounted rate.

"Our customers are continually searching for quality products at an affordable price, and we’re thrilled to offer Circa as part of our ever-expanding portfolio," said Shannon Curtin, group vice president, Walgreens personal care and beauty. "This collaborative cosmetics line is bringing Walgreens shopper the slice of luxury she’s looking for at a price point she values.

The Circa line were developed for Walgreens by Maesa, a company that specializes in private label and exclusive cosmetic brands for retailers as well as packaging and turnkey products for beauty brands.

"Building Circa was incredibly rewarding, the ability to work with Eva Mendes along with our own team to build such amazing formulas and gorgeous packaging was a true privilege. I know that once people start using the products they will be amazed with the quality and become devoted to the brand," commented Renee Ryan, vice president of marketing at Maesa.