Daily Dealia

Our Little Essie is Growing Up

Most of us know L’Oreal as a drugstore brand, famous for their hair care/hair color merchandise. Did you know L’Oreal also owns - the brand Kérastase and Kiehl’s? Personally I prefer Kérastase and Kielh’s products over L’Oreal for performance reasons, but it looks like they are making significant strides as they take on another one of my favs. Essie Cosmetics.

Essie is a faithful nail polish for their followers, releasing new seasonal colors as well as keeping the adored trusty colors like Ballet Slippers, Mademoiselle, and Wicked. They also have treatments, accessories, spa products and lip glosses. Hair care and makeup coming soon! What’s not to love about them?

L’Oreal will be acquiring Essie, the darling independent nail varnish company for a multi-year agreement. Essie’s main competition is OPI. Usually you can only buy these 2 brands at the nail salons, however OPI has branched out into CVS, Walgreens, Stop & Shop, etc. You can find Essie scantily thrown around in similar places, but not at a dime a dozen. Essie wants to increase their share in the nail color and personal care market and they think L’Oreal is the right company.So my guess is that L’Oreal is ready to be selling them in places other than just the salons. But to make sure nothing dreadful and out of the ordinary happens, Essie Weingarten and business partner (husband) Max Sartino will be staying on with the company for several years. Which do you like better, OPI or Essie?

-Dealia