German masstige cosmetics brand is set to enter the US market, according to a report published in Drug Store News. BeYu specialises in brow powders, fillers and definers as well as on-trend color palettes. The brand retails at between US$9 and US$27.

“With a German heritage, BeYu brings European luxury to the American consumer at an affordable price,” said Christian Dean, CEO of BAM Brands USA. “Our passion for our cosmetics shines through in the quality and feel of the make-up in luxury packaging.”

BeYu has launched on CVS.com, and will be stocked at Giant Eagle’s Market District stores in the spring.