by 
Ulta Beauty caught another tedious brand.
The inkey list, the beauty brand without frills, brings the retailer more than 50 stocks from July 13 that keep units about skin, body and hair care. The retail business complements the existing US sales in Sephora and Amazon and elsewhere is sold in more than 30 markets worldwide.
More from WWD
Industry sources appreciate the brand in order to achieve retail sales of 200 million US dollars in 2026.
Although Chief Executive Officer and co -founder Mark Curry did not comment on the estimates, he noted that the brand increased the innovation – and sales to boot – since he resumed the CEO job last year.
“The innovation mirror works and novelty keeps the consumer committed,” said Curry, pointing to the recent starts like the exosoma -rich glow serum, which debut in the first quarter. “In every market in which we are in ourselves, it is a free fight. But novelty holds and catches the consumer.”
“I think there is a maturity and a level of self-confidence at this point in time when we know, good feeling, what happens and what the consumer is outside at the right time,” added Colette Laxton, the co-founder of the brand. “In terms of important consumers, we are compensated for between gen z and millennial.”
Curry admitted that skin care slowed on the flowering period of pandemic worldwide. “We had this outstanding time in skin care, which we always knew that they would normalize themselves,” he said. “We have been in the same space in recent years, were related to news and no additional distribution.”
In this context, Laxton said that the time of the Ulta start was classified with broad consumer feeling and tightened expenses. “People have to make decisions about what they buy and what they spend money on,” she said. “The accessibility of the distribution to the masses is more important than ever. And in fact, we can unlock this distribution so that we can unlock a completely new customer.”
Penny Coy, Senior Vice President of Merchandising at Ulta, said by e -mail: “Our guests are constantly trying to improve their skin care routines, especially since these daily rituals become a form of self -sufficiency. As the largest beauty dealer in the country, we would like to ensure that our assetement reflects its beauty needs and your goals. Ascents. “
Curry believes that the Ulta consumer will request similar demographies to its existing buyer, but behaves psychographically differently.
“The idea has always been to be a prestige brand with mass attractiveness,” said Curry. “We both find feasible. We were able to demosnring this in Great Britain as a parent market, but it is time to spread these wings in the USA and beyond.”
The brand will debut in Merchandized in the clinical skin care department of Ulta and at the start of over 200 end caps before they are fully exhausted. “We have to fish where the fish are,” said Curry.
Curry and Laxton will also visit the USA via the so -called “No BS” tour, on which the duo visits the most important markets in the USA to attract both new markloyloyalists and existing ones. “It’s about educating people about the basics,” said Laxton. “We will have this group of keeper skin care support in which we talk about all the skin errors we have made and how we are here to get them back on the basics.”
Best of WWD
Register for the WWD newsletter. For the latest news, follow us on Facebook, Twitter and Instagram.
