What is it? A make-up range that is already available in more than 70 countries worldwide and the number one seller in eleven of them.
Colourful, fun and extremely affordable there is everything a girl could want in the range from metallic and shimmering eyeshadows in 17 colours, eyebrow powders, hair dye powder, sparkling hair and body sprays, nail stickers, a light-textured CC cream SPF30 and nail varnishes that smell of fruit and come in 48 shades.
Best of all nothing costs more than £5 and the cheapest item is just 99p. Expect to see grown women shove the teenagers out of the way. Right now, there's an Essence pop-up kiosk outside Boots at the Westfield centre in West London; from mid-July, the range will be available at branches of Wilkinson nationwide, and the kiosk will move to the Arndale Centre, Manchester.