German beauty brand Catrice Cosmetics (Cosnova) is to sell its products exclusively online in the US via direct-to-consumer (DTC) and on Amazon from January 1, 2022. The decision will end the brand’s partnership with beauty retailer Ulta Beauty.
The company says that the move is intended to provide consumers with an elevated brand experience. Through the online-only strategy, Catrice claims customers can expect more frequent launches, better price points, unique deals and promotions, a loyalty program and a wider and more inclusive shade range, in addition to brand engagement initiatives.
Consumers in the US will be able to shop the brand on its official Amazon store and on CatriceCosmetics.com. Additionally, brand news and exclusive deals and promotions will be