By  on August 13, 2019

Ulta Beauty has sharpened its strategy for launching up-and-coming brands in its stores.

A new platform for emerging brands, Sparked at Ulta Beauty, made its debut to consumers on Saturday at Beautycon in Los Angeles. Sparked is designed to support and promote brands at Ulta that are launching in a major brick-and-mortar retailer for the first time. Brands chosen for the platform will be highlighted in designated sections throughout Ulta stores and online at

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