Pret-a-Reporter

Eva Mendes Launches Her Own Beauty Line

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The actress is the creative director and face of Circa, a new drugstore makeup brand.

Eva Mendes has a lot on her plate. The actress recently welcomed her first child, Esmeralda, with Ryan Gosling, designed a bridesmaid collection and is set to debut a comprehensive cosmetics line called Circa at 3,000 Walgreens stores later this month. She's previously been a spokesmodel for Revlon and Pantene.

The Old Hollywood glamour-inspired brand, which includes 133 richly pigmented skus — from foundation and lip and cheek stains to two-sided mascara, all in black and glass with antique gold packaging — is set to target the Hispanic market, with shades that, in Mendes' words, "service all types of ethnicities."

The Cuban-American star, who acts as both the creative director and face of Circa, told WWD, "Anything that I needed I got from a drugstore as far as beauty was concerned." Indeed, according to Maesa's chief marketing officer, by 2020 one in every five shoppers will be of Hispanic descent.

Her line, owned by Maesa Group, will join other celeb-fronted beauty brands like Salma Hayek's Nuance, which retails at CVS.

Expect to see the new mother doing in-store appearances as part of Circa's promotion and launch. As for her own little one, Mendes told WWD, "I have no idea [how to balance my career and motherhood]. It's a little premature to comment on that. Ask me in a few years."

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