Essence Cosmetics - New to ULTA!

While browsing at ULTA yesterday, I noticed a new display of a brand called Essence. The Display had a bunch of pamphlets about the brand and their products (pictured below) Essence is a German brand (low end/drugstore brand) that is available to parts of Europe (The site says its available in Germany, The Netherlands, Belgium, Ireland, Spain, Croatia, Italy, Switzerland and Austria) and its now available in the US. Pretty cool!! Everything is pretty much under $5 and by the looks of it, its very girly and aims at a younger crowd. Maybe like Wet n Wild? I only purchased one baked eyeshadow and a brow pencil to try them out and decide whether I'd want to purchase more. Click here to view all of Essence's products on the ULTA website or click here to view the official website. Oh! & they don't test on animals. :)
 
 
 
I wore the shadow today on my eyes. I just took a bit (dry) and used it as an all over lid color. Its a very nice gold. It slightly started to fade, but overall it works pretty well. I'd purchase other shades since they're only $2.99. 
   
If you'd like me to take a swatch of the brow pencil, let me know. I haven't tried it out yet. They also had another new brand. I can't remember the name and I can't find any info on it. It is LA something. I thought it was LAColors but there is already a brand named that.. hmm confusing. Its a little more expensive than essence.. I would compare the prices to Milani (for example.. they had really pretty jars of eye dusts for $5.99 each) I really wanted to get a couple, but I'm going to wait till there is a sale on it. Any thoughts on the brand?