Coming Soon to Walgreens: CIRCA Cosmetics by Eva Mendes

Updated 2/8/14 with additional info and photos.

Attention Walgreens fans! A new line of cosmetics is coming our way soon from celebrity Eva Mendes. Here's the scoop on the new brand, CIRCA:

Keep reading for the scoop...

I bolded some of the highlights below:

DEERFIELD, Ill. and NEW YORK, Feb. 6, 2015 /PRNewswire/ -- Walgreens and Maesa, in collaboration with Eva Mendes, today announced the launch of CIRCA, an exclusive line of professional color cosmetics that are easily accessible at Walgreens.  The assortment appeals to the varying needs of a multicultural market, with shades designed to work across the lightest and darkest of skin tones, through the use of high-performance formulations, rich pigments and innovative technologies offered at more affordable prices.  The nationwide launch supports Walgreens desire to increase accessibility to well-priced, diverse, specialty beauty offerings.

A reflection of timeless beauty and classic elegance, CIRCA celebrates nostalgia and romance in its custom architectural packaging. With an extensive range of both trend-driven and timeless shades, CIRCA products have been designed to work across a variety of skin tones, making it a go-to brand for women of all ethnicities.

Eva Mendes is working with Walgreens and Maesa to help craft the marriage of classic Hollywood style and market-leading formulations, making CIRCA the only brand of its kind to be sold at Walgreens or any other drugstore retailer.

"I've been involved with the beauty industry for a long time and wanted to help create a cosmetic line that could reach a wide variety of women – when Maesa approached me, I knew that opportunity had arrived," said Eva Mendes, creative director for CIRCA.  "As a Latin woman, it was important to me that we create a line of products that work for all women and is accessible without compromising quality."

The product portfolio includes offerings across the eye, lip, and face categories, with 133 SKUs in total. CIRCA will launch in top-selling Walgreens beauty doors nationwide, as well as Walgreens.com and drugstore.com, starting in late February.

"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," said Shannon Curtin, group vice president, Walgreens personal care and beauty.  "This collaborative cosmetics line is bringing Walgreens shoppers the slice of luxury she's looking for at a price point she values.

As a leader in creating and manufacturing exclusive beauty brands, Maesa is pioneering a new era of prestige products available at mass.  Renee Ryan, vice president of marketing at Maesa, says of the line, "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."

For more information on CIRCA, visit www.circabeauty.com.

FYI, Maesa is the manufacturer behind Flower Beauty by Drew Barrymore and other cosmetic, haircare and fragrance brands (you can check out their site here for more info). As of the time of this post, I couldn't locate any CIRCA publicity photos online, but hopefully there will be some soon. I'm really excited to see what these cosmetics look like--how about you?

Update: Here's a photo of some of the line:

image source: Styleblazer.com

(Click to enlarge)

The Styleblazer article had a bit more info about this line. From Styleblazer:

"The Hollywood glamour-inspired brand includes 133 richly pigmented products ranging from foundation and lip stains to two-sided mascara. Designed in black and glass with antique gold packaging, the collection is targeted to the Hispanic market, with shades that 'service all types of ethnicities.'"

Also, I've been hearing from some of you (both Walgreens shoppers and Walgreens Beauty Advisors) that the Walgreens beauty department is about to receive a major overhaul--some of you have told me that your stores are already in the process of this overhaul. I'm very excited to see the new Boots makeup and skincare displays in addition to the Circa display and whatever else may be coming our way!