Bringing Everyday Beauty to a New Audience
Founded in Germany, Essence built its name on affordable, high-quality cosmetics that celebrate creativity and self-expression. With a presence in more than 80 countries, the brand has earned a devoted following among Gen Z and millennial consumers drawn to its playful spirit and commitment to inclusivity.
In the U.S., Essence already had distribution through major retailers like Ulta Beauty, CVS, and Amazon, but awareness around new product launches remained a challenge in an increasingly saturated beauty market. To cut through, the brand needed a moment that felt organic, relevant, and rooted in how young consumers actually discover and talk about beauty.
To re-engage U.S. audiences, Essence needed a launch that cut through the noise and showed up where Gen Z actually consumes beauty. The debut of its new foundation stick presented the perfect opportunity to do just that.
Launching a New Hero in a Crowded Category
In an industry where new products launch daily, standing out takes more than swatches and slogans. For Essence, the challenge was clear: introduce its new foundation stick to a U.S. audience already spoiled for choice, while staying true to the brand’s accessible, authentic personality.
The ask wasn’t just to drive awareness. It was to build emotional connection. Specifically, showing that affordable beauty can still feel aspirational and high-performing.
As part of that mission, Essence set out to:
Drive awareness and trial for the new foundation stick- Build engagement through creator-led, lifestyle-driven storytelling
- Reach Gen Z consumers across TikTok through authentic, relatable content
That meant moving beyond polished tutorials to capture real routines, the “before going out” and “after the hangout” moments where beauty actually happens. That’s where Kyra shines.
Making Everyday Beauty Feel Effortless
Kyra ran Essence’s creator launch program for the brand’s new foundation stick, a TikTok-first activation designed to drive awareness through authentic, lifestyle-led storytelling.
We partnered with 12 micro creators with strong followings, curating a mix of voices, styles, and aesthetics to reflect the diversity of Essence’s community. Each creator was encouraged to interpret the brief in their own way, bringing the “before going out” and “after the hangout” narrative to life through content that felt spontaneous, expressive, and true to their routines.
The activation was timed to coincide with the foundation stick’s U.S. launch, ensuring a seamless path from discovery to purchase. Kyra focused on the organic engine, creator-led storytelling that felt native to the platform and complemented the wider media strategy.
While our campaigns team worked their magic, Kyra’s platform powered the workflow from creator discovery and approvals to post-campaign performance analysis, ensuring efficiency and insight throughout. The result was a wave of content that felt fresh, inclusive, and unmistakably Essence.
“Love the Kyra platform so much - so many great insights and a great tool to source new creators.”
Proving That Real Beauty Drives Results
The campaign outperformed expectations, proving the impact of authenticity-led storytelling in a crowded beauty category.
The program delivered:
- 2.3M views
- $260K+ in EMV
- 12 creators activated
- 87% positive sentiment
By giving creators freedom to lead, Essence launched its new foundation stick with credibility and cultural relevance, showing that real beauty moments, not polished ads, drive the deepest connection.