Exciting Expansion for Milk Makeup
Milk Makeup, an award-winning clean color cosmetics brand, is set to broaden its horizons this spring by launching at Ulta Beauty stores across the country. This marks a significant milestone for the brand, which made its debut in the beauty world in 2016. Known for its innovative products and commitment to inclusivity, the brand has garnered a loyal following since its inception.
New Products Enter the Largest Beauty Retailer
Beginning this spring, Milk Makeup's top-selling products, such as the Hydro Grip Primer and Cooling Water Jelly Tints, will be accessible in over 600 Ulta Beauty locations and through Ulta.com. This nationwide rollout signifies Milk Makeup's strategic move into a major retail environment, offering customers the opportunity to experience the brand's popular and effective formulas firsthand.
A Thriving Partnership with Ulta Beauty
The collaboration with Ulta Beauty comes at a pivotal moment for Milk Makeup, as the brand has emerged as a top 20 EMV makeup brand on a global scale. With an impressive growth rate—EMV surged by more than 75% last year—it's clear that Milk Makeup is making waves in the beauty industry. As a testament to its influence and success, the brand was recently recognized in WWD Beauty Inc.'s Most Powerful Beauty Brands as part of The New Guard.
Celebrating Community and Self-Expression
Tim Coolican, CEO of Milk Makeup, expressed excitement about joining the Ulta Beauty family. He stated, "We're very proud to join the Ulta Beauty family and to be part of their Conscious Beauty initiative through our commitment to creating innovative, culturally relevant, high-performance and clean products." This partnership aligns perfectly with Ulta Beauty's values, which emphasize inclusivity and community engagement, laying the foundation for a long-term collaboration.
The Importance of Brand Values in Today’s Market
In today's beauty landscape, consumers increasingly prioritize brands that mirror their values. Milk Makeup's alliance with Ulta Beauty is timely, as it showcases the brand's commitment to clean and innovative products catered to diverse consumers. With a robust portfolio of over 150 products ranging in price from $20 to $52, shoppers will be treated to a unique in-store experience that highlights the brand's easy-to-use, multi-benefit formulations.
A Welcoming Environment for All Beauty Enthusiasts
Maria Salcedo, Senior Vice President of Merchandising at Ulta Beauty, said, "We are thrilled to welcome Milk Makeup to the Ulta Beauty family and expand their reach even further... We look forward to welcoming new and existing guests to discover the brand's award-winning, easy to use products in select stores and Ulta.com this spring." This partnership promises to enhance the shopping experience for beauty enthusiasts across the nation.
About Milk Makeup
Milk Makeup originates from Milk Studios, a creative hub in a vibrant city environment. With a core focus on community and self-expression, the brand is dedicated to pushing the boundaries of creativity in beauty. By consistently raising the bar, Milk Makeup develops innovative products that consumers may not have even known they wanted. Every product is clean, vegan, and cruelty-free, made to the highest standards and designed to perform as hard as you do.
Mission of Empowerment and Creativity
The mission of Milk Makeup is to unlock creativity for everyone, no matter their background or lifestyle. They believe that beauty transcends traditional makeup application—it’s about how individuals express themselves and their unique identities. This philosophy of 'Live Your Look' drives everything that Milk Makeup stands for.
About Waldencast plc
Founded by Michel Brousset and Hind Sebti, Waldencast plc aims to establish a leading global platform focused on beauty and wellness. They are passionately committed to acquiring and nurturing purpose-driven brands like Milk Makeup, ensuring that each brand maintains its unique identity while benefitting from the scalability and expertise of a larger organization. With this vision, Waldencast facilitates operational efficiency and market responsiveness akin to independent brands.
Frequently Asked Questions
What products will Milk Makeup offer at Ulta Beauty?
Milk Makeup will provide a wide range of over 150 products, including well-known items like the Hydro Grip Primer and Cooling Water Jelly Tints.
When will Milk Makeup be available at Ulta Beauty?
The Milk Makeup products are set to launch this spring in over 600 Ulta Beauty stores and online.
Why is Milk Makeup partnering with Ulta Beauty?
The partnership allows Milk Makeup to expand its reach and connect with a larger community of beauty enthusiasts while aligning with Ulta's values of inclusivity and clean beauty.
What are the price points for Milk Makeup products?
Milk Makeup’s products will range in price from $20 to $52, making them accessible to a variety of consumers.
Who are the founders of Waldencast plc?
Waldencast plc was founded by Michel Brousset and Hind Sebti, who aim to create a leading platform for beauty and wellness brands.
