What is it? Gosh Cosmetics, a Danish brand new to Hong Kong and the only Danish cosmetics name sold here. Gosh has been operating in Denmark since the 1970s and is sold via the A.S Watsons group in Europe. Pop singer Jaime Fong is Asia's first Gosh spokeswoman. What's the company's background? Gosh didn't start as a beauty company. Its parent company was founded by Einer Tjellesen and its initial focus was on business opportunities with pharmaceutical companies in the health sector. In the 1950s, beauty products were becoming increasingly popular and Tjelleen's company became an agency that traded with internationally known brands. At the end of the 1970s they began focusing on their own labels. The first range of Gosh cosmetics was introduced in 1979 and the company began to solely concentrate on the brand. They started exporting internationally in the 1980s. Describe the brand The company says Gosh cosmetics are inspired by the latest European trends and fall into six different product categories - cosmetics, accessories, fragrances, haircare, face and body care. It has a broad product range to cater to a wide audience and is priced reasonably to appeal to a younger audience seeking practicality, fun and function. It steers clear of being 'natural' or 'organic' and prefers to follow fashion trends in colour and packaging. It's no-nonsense with a good price tag, and its makeup products cover the spectrum of cosmetics (liquid liners to nail polish and glittery shimmers). All items are still made in Denmark. What about the products? The Velvet Touch Foundation Primer (HK$168) is a makeup base designed to fill in pores and create a smooth and matt finish. It contains aloe vera and does not contain perfume. The Eye'deal Mascara (HK$98) comes with a rubber brush for easier application and the mascara itself contains B5 pro-vitamin and a softening wax to 'give lashes vitality, strength and suppleness'. Where can I get them? At Watsons stores throughout Hong Kong, and Maironnaud, 10 Nathan Rd, Tsim Sha Tsui.