Milk Makeup Expands Its Reach by Launching at Ulta Beauty This Spring

Milk Makeup's Exciting Expansion to Ulta Beauty

This spring, the vibrant and innovative clean beauty brand, Milk Makeup, will make a major leap in the cosmetics landscape by launching in over 600 Ulta Beauty stores across the United States, alongside its presence on Ulta.com. This collaborative venture represents a significant step for Milk Makeup as it aims to connect with a broader audience that values inclusivity, creativity, and performance in beauty products.

Established in 2016, Milk Makeup is renowned for its high-performance, award-winning cosmetic formulations that align with the growing demand for clean beauty products. The brand prides itself on creating vegan and cruelty-free items that not only enhance beauty but also embrace cultural relevance and innovation. Some of Milk Makeup's best-known products include the Hydro Grip Primer—which has won numerous accolades—and the popular Cooling Water Jelly Tints. These products will be part of the assortment available at Ulta Beauty, known for its commitment to empowering beauty enthusiasts through quality offerings.

In 2024, Milk Makeup celebrated major achievements, ranking as one of the top 20 EMV (E-commerce Market Value) makeup brands globally and recording an impressive growth of over 75% in EMV. Such accomplishments underscore the brand's influence and potential within the highly competitive beauty sector. Furthermore, Milk Makeup received recognition in WWD Beauty Inc.'s Most Powerful Beauty Brands, solidifying its status as a trailblazer in clean beauty.

According to Tim Coolican, CEO of Milk Makeup, the partnership with Ulta Beauty aligns perfectly with the brand's dedication to community, creativity, and self-expression. He emphasizes that Ulta Beauty shares the same core values, reflecting inclusivity and a commitment to providing high-quality, innovative products that resonate with diverse audiences. Coolican remarked, "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."

As consumers increasingly seek brands that reflect their values, this strategic partnership is timely. Ulta Beauty's commitment to Conscious Beauty not only aligns with Milk Makeup's mission but also reinforces the importance of responsible beauty practices. The partnership is expected to introduce new customers to Milk Makeup’s various offerings, which include more than 150 products ranging from $20 to $52. Each product is crafted to enhance self-expression, allowing users to experiment boldly with color and form.

Maria Salcedo, Senior Vice President of Merchandising at Ulta Beauty, expressed her enthusiasm for the collaboration. She highlighted Milk Makeup's pioneering role in the beauty sector, particularly its ability to enhance user experience through effective and expressive products. Salcedo stated, "We are thrilled to welcome Milk Makeup to the Ulta Beauty family and expand their reach even further by bringing their transformative, bold, and expressive assortment to even more beauty enthusiasts across the U.S."

The launch will not only feature a curated selection of long-standing customer favorites but will also introduce new and unique product releases that cater to the evolving preferences of beauty consumers. Through an engaging display, Milk Makeup aims to emphasize its unique ethos of Live Your Look, showcasing its commitment to inclusivity and the creativity inherent in beauty.

In conclusion, this spring heralds a new chapter for Milk Makeup as it taps into Ulta Beauty's vast and enthusiastic community. Customers eager to explore bold, clean, and innovative beauty solutions should look forward to discovering the brand in their nearest Ulta Beauty locations and online.

For more details, visit Ulta.com and experience the transformative power of Milk Makeup’s award-winning products. With this expansion, Milk Makeup is set to continue its journey as a leader in clean beauty solutions, further encouraging self-expression among beauty aficionados everywhere.