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IT Cosmetics, Ulta Team for Brush Line

Housed in 12 feet of merchandising space, the new collection features 65 stockkeeping units.

IT Cosmetics is making a sweep at Ulta Beauty as the company launches a makeup-brush collection of 65 stockkeeping units in a co-branding venture with the 700-door retail chain.

Housed in 12 feet of merchandising space, the new collection, called IT Brushes for Ulta, is being rolled out to 500 Ulta doors, with the full distribution expected to be completed by Sunday. In the remaining units, the 12 most popular must-have brushes will be merchandised on three-foot endcaps. In addition, for each month of the year, one of the 12 brushes will be displayed at the cash-wrap counter.

The brush assortment will occupy a stand-alone counter configuration, which is separate from the color-cosmetics brand’s regular 9 feet of selling space it occupies throughout the chain, according to Jamie Kern Lima, cofounder of IT Cosmetics. This venture represents the first time Ulta has entered into a co-branding partnership with a vendor in the prestige category, she added. The store has a separate private-label operation.

The collection consists of 56 brushes in three collections, plus nine brush sets. Price points range from $12 to $54 for individual brushes and up to $98 for the sets. The most expensive brush is a deluxe version that contains 100,000 microfine hairs.

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IT bills itself as the number-one-selling color-cosmetics brand on QVC, and the company projects its total retail sales for 2014 as in excess of $150 million. That volume estimate includes the brand’s entire universe, including Ulta, QVC and the Sephora store it plans to enter in Sydney, in the fourth quarter.

Janet Taake, chief merchandising officer of Ulta Beauty, said, “Ulta Beauty’s collaboration with IT Cosmetics is a best-in-class example of our

commitment to partnering with the top beauty brands to deliver our customers innovative and exclusive products only we can offer.”