Milk Makeup's Arrival at Ulta
What’s new: New York-based cosmetics brand Milk Makeup arrived at more than 600 Ulta Beauty stores and Ulta.com in March. The brand was previously only sold direct to consumers and at Sephora.
What we saw: Framed window signs at Ulta promote the brand, encouraging shoppers to “live your look.” The same image appears on a display fixture touting that the brand is clean and vegan. The display offers testers of nearly two dozen SKUs including $24 cooling water jelly tint, $26 hydrating sheer lip oil and $29-$38 hydro grip primer. Ulta has announced plans for further launches, including exclusive products.
"Milk Makeup has been a trailblazer in the category, from incorporating efficacious ingredients, celebrating self-expression and embracing the creativity, innovation, and fun of beauty discovery through viral products and tried-and-true favorites, and we are excited to partner in this next chapter to help grow the Milk family and our community even further,” Maria Salcedo, Ulta senior vice president of merchandising, said in a statement.
Supporting activity: Milk and Ulta are promoting the launch on Instagram and TikTok. Milk has its own brand showcase on Ulta.com and is spotlighted along with Tatcha, Sol de Janeiro and the Ulta Beauty Collection on the page for the retailer’s Conscious Beauty initiative, which celebrates clean and cruelty-free brands that use sustainable packaging and focus on giving back.
"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," Tim Coolican, Milk Makeup chief executive officer, said in a statement. "Ulta Beauty shares our core values of inclusivity, community and creative self-expression. This is the beginning of a beautiful long-term partnership."
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
