YouTuber Generates Hype for Brand Launch at Ulta

Tween beauty brand Petite 'n Pretty leveraged the likeness of a popular Gen Z influencer to promote its entry at Ulta stores during a pop-up event in California.
Jacqueline Barba
Digital Editor
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a girl brushing her hair

When viral tween beauty brand Petite 'n Pretty entered Ulta Beauty stores nationwide in November, the partners tapped popular YouTube personality and official member of the beauty brand’s “Sparkle Squad,” Piper Rockelle, to help generate hype around the launch.

Petite ‘n Pretty and Ulta promoted a special launch party event at the retailer's store in Pasadena, California, on Nov. 19. At the event, which was promoted via Eventbrite, 200 registered guests came to celebrate the brand’s entry at Ulta and browse its new holiday collection, Paradise on Ice.

The event offered guests a meet-and-greet and photo-opp with Rockelle as well as an exclusive gift with Petite ‘n Pretty purchases, giveaway opportunities via a spin wheel and live music from an in-store DJ.

Petite 'n Pretty's product offerings are geared toward Gen Z consumers and can now be found at select Ulta stores across the U.S. and on the retailer’s website via a dedicated brand shop, in addition to its own website

"When I created Petite 'n Pretty, I set out to develop a beauty brand that was age-appropriate, fun, inclusive and clean," said Samantha Cutler, founder, Petite 'n Pretty, in a news release. "Our goal is to inspire young creatives through artistic expression and there is no better home for our brand than Ulta Beauty, which shares our core value and celebrates imagination and individuality. We are so excited and honored to offer a new category within the retailer's diverse assortment for its engaged guests."

Cutler, a beauty industry veteran, launched Petite 'n Pretty in 2018 after deciding to formulate a lifestyle brand inspired by petite-sized features. The tween skincare and makeup line has become popular in part due to its presence on Instagram and TikTok, targeting young creatives and beauty enthusiasts.