Walgreen stores across the US will target the multicultural market with the introduction of Circa Colour Cosmetics, a new range of cosmetics designed for range of skin tones. 

The retail chain is working with cosmetics company Maesa to create affordable products for the eyes, lips and face aimed at Walgreen’s fastest-growing consumer segment of Hispanics and women of other ethnic backgrounds. 

The line has been developed in cooperation with Latina actress Eva Mendes, who worked as creative director and will also be the face of the new brand.

The first range, dubbed 133-SKU Circa, will debut in late February at top-performing Walgreens stores and online at Wallgreens.com and Drugstore.com. 

Shannon Curtin, group vice president, Walgreens personal care and beauty, commented, “Our customers are continually searching for quality products at an affordable price, and we’re thrilled to offer CIRCA as part of our ever-expanding portfolio. This collaborative cosmetics line is bringing Walgreens shoppers the slice of luxury she’s looking for at a price point she values.”

Renee Ryan, vice president of marketing at Maesa, added, “Building Circa was incredibly rewarding, the ability to work with Eva Mendes along with our own team to build such amazing formulas and gorgeous packaging was a true privilege. I know that once people start using the products they will be amazed with the quality and become devoted to the brand.”