LOV is in the air. The new masstige color cosmetics line is the latest offering from German budget-focused company Cosnova.

Cosnova has already found success offering up good quality entry-level beauty product lines to lure customers away from big-name brands dominating drugstore shelves. Youth-oriented Essence debuted in 2001, with prices points from $2.99 to $9.99, and is now in more than 80 markets. In 2004, Catrice, aimed at adult women, and priced a little higher, was introduced. Now, it is present in around 60 countries.

With LOV, Sulzbach, Germany-based Cosnova says it is targeting “confident women” and offering prestige products for mass prices, which start at 3.49 euros, or $3.86 at current exchange, for a kohl eyeliner, and average at 9.99, $11.05, for a lipstick, mascara, or powder compact. Packaging is refined and glossy black with touches of red. A serum foundation, Evenelixir, and a luxurious eyeshadow palette top the price range offerings at 14.99 euros, or $16.58.

LOV was presented today to media in Germany at an event in Munich; WWD was among select press who received a preview at Cosmoprof in April. 

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“Our new brand LOV celebrates modern femininity in all its facets: strong and sensual, confident and sensitive, opulent and grounded,” said Cosnova cofounder and managing director Christina Oster-Daum.

At launch, colors appeared to lean classic; nail polishes, for example, fell in a spectrum of glossy reds and pinks; no sign of the playful blues and greens or glitters that populate Essence and Catrice offerings.

Essence and Catrice also drive novelty by offering monthly limited-edition collections in addition to a core collection. LOV will instead feature occasional “exclusive collections,” for example, a five-piece brush range for August.

From Aug. 8, LOV will be available in select drugstores in Germany, Austria and Switzerland, and in some Douglas perfumery locations and on Douglas online. LOV will be sold from its own web shop, a first for a Cosnova, starting Aug. 15.

For 2015, Cosnova registered beauty sales of $351.2 million; the firm has seen consistent double-digit growth since its launch 15 years ago.