With a rapidly increasing door count and a large prestige brand portfolio, Ulta Beauty is retooling its mass market business with the addition of masstige — prestige quality products made at mass market prices — brands that cater to the trend-driven Millennial and Gen Z customers. Here, a look at a few that are standing out among Ulta Beauty’s mass market offerings.MorpheEntered Ulta Beauty: October 2017Morphe has already developed a devoted customer base thanks to social media buzz and influencer partnerships, especially its recent eye shadow palette made in collaboration with Jaclyn Hill. Now, the online-only brand is aiming to translate that success into its presence in Ulta Beauty bricks-and-mortar stores. “Morphe’s mission to develop tools and products that are accessible to all aligns perfectly with Ulta Beauty’s environment as the fun side of beauty,” said Myles McCormick, chief executive officer of Morphe.Morphe currently offers 41 stockkeeping units, with three exclusive palettes, at 474 Ulta Beauty doors and online.Flower BeautyEntered Ulta Beauty: February 2018Entering Ulta Beauty was a natural fit for Flower Beauty’s distribution strategy. “Ulta Beauty has really elevated the mass cosmetics experience, from the expertise and passion of its store associates and in-store merchandising to all the touch points with guests that we are able to access through the loyalty program,” said David Hutchinson, senior vice president of Maesa, the manufacturer of the brand. To celebrate the launch, founder Drew Barrymore will make an appearance on April 19 at the 86th Street location in New York City.Flower Beauty offers 157 stockkeeping units, with four exclusive lip, eye and face products, at 500 Ulta Beauty doors and online.ColourPopEntered Ulta Beauty: February 2018After entering Sephora last year, Gen Z favorite brand ColourPop is expanding its bricks-and-mortar presence to Ulta Beauty. While entering another large retailer seems to be a departure from the brand’s direct-to-consumer model, ColourPop’s aim is to have an in-store experience and to branch into new categories, especially in complexion.ColourPop offers 34 stockkeeping units at 265 Ulta Beauty doors and online.Makeup RevolutionEntered Ulta Beauty: July 2015An exclusive brand to Ulta Beauty, U.K.-based Makeup Revolution was one of the fastest-growing names to go from an end-stand to in-line in the 275 doors it initially launched in. This growth isn’t slowing down; the brand plans to double its product offerings in the next 12 months. “Ulta Beauty was our first port of call for entering the U.S. market,” said Adam Minto, founder of Makeup Revolution. “It attracts the beauty addict, the experimenter and those who want makeup trends rather than need makeup trends.”Makeup Revolution offers 340 stockkeeping units at all Ulta Beauty doors and online.E.l.f.Entered Ulta Beauty: online July 2016, in-store July 2017E.l.f. has become a staple of Ulta Beauty’s masstige offerings with quick-to-market and trendy products with most retailing for under $10. Although the brand has a growing stand-alone bricks-and-mortar presence and other retail partners, it offers exclusives at Ulta Beauty, like a 19-piece brush set and a lash kit from its collaboration with influencer Weylie.E.l.f. offers 119 stockkeeping units, with eight exclusive products, at all Ulta Beauty doors and additional products are found online.Wet ‘n’ WildEntered Ulta Beauty: May 2017One of the few mass market makeup brands driving growth, Markwins-owned Wet ‘n’ Wild is continuing its success at Ulta Beauty. Primarily found at mass market retailers and drug stores, the Millennial and Gen Z targeting brand has become committed to being a “fast beauty” player, launching trend-driven products as quickly as possible.Wet ‘n’ Wild offers 113 stockkeeping units, including two exclusive products, at 632 Ulta Beauty doors and online.
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)
After showing in front of the Eiffel Tower for his last two women’s ready-to-wear collection, it looks like @anthonyvaccarello may be heading to the Big Apple. Sources say the designer will stage his next @ysl show in NYC on June 6. Get all the details on WWD.com. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion