Milk Makeup, known for its innovative and inclusive beauty products, is set to launch at Ulta Beauty, marking a significant expansion for the brand. This move will allow Milk Makeup to reach a wider audience and introduce its popular products like jelly tints and cream sticks to a new customer base.
Milk Makeup is expanding its retail presence by partnering with Ulta Beauty . This marks a significant move for the brand, which has seen impressive growth since its launch in 2016. Milk Makeup's CEO, Coolican, highlighted the natural synergy between the brand's focus on self-expression and Ulta's appeal to a wide customer base.
The brand will initially introduce over 180 stock keeping units from 33 collections at Ulta, encompassing popular products like primers and cream sticks, along with its successful jelly tints. These innovative cheek and lip tints, created by Milk Makeup cofounder Dianna Ruth, have already generated significant buzz, selling approximately 400,000 units in their first three months on the market. Milk Makeup plans to capitalize on this success by expanding its jelly product line into new categories. Coolican expressed enthusiasm for reaching a broader audience through Ulta, emphasizing the retailer's strong presence across generations and regions. He also noted that Milk Makeup aims to maintain a differentiated offering between its Sephora and Ulta channels. This strategic expansion follows recent moves by other prestige brands like Charlotte Tilbury and Sol de Janeiro, who have also entered the Ulta market. Maria Salcedo, senior vice president of merchandising at Ulta, welcomed Milk Makeup's arrival, stating that it aligns with Ulta's ongoing efforts to diversify its assortment and enhance its prestige makeup offering. Milk Makeup's foray into Ulta underscores the brand's commitment to innovation, accessibility, and its core values of community and authenticity.
MILKMAKEUP ULTA BEAUTY RETAIL EXPANSION JELLY TINTS INNOVATION BEAUTY BRANDS
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