Beauty: Essie Finds New Home at L'Oreal

Essie nail polish can finally go global. The company has sealed a deal L'Oreal to increase the brand's awareness and expand. Essie is quite popular, among the chic set, choosing quirky names like Turquoise & Caicos, Show Me the Ring (see inset photo), Below the Belt and Sugar Daddy. 

L'Oreal's already strong presence in salon network distribution will be a driving force behind the Essie brand. Expansion initiatives may eventually include mass retail or masstige markets. If their expansion is as elaborate as the color collections, we can expect to see big things from Essie.