Jamie Kern Lima, cofounder of It Cosmetics, credits Ulta for driving significant growth for her brand since entering the retailer in 2013.

This story first appeared in the August 5, 2015 issue of WWD. Subscribe Today.

“When we partnered with Ulta, I made a promise that we would deliver for them on all levels of partnership and they made the same promise back, and we’ve both delivered,” said Kern Lima. “In September 2013, we tested in 300 doors with six feet of space. We sold out of most products the first week of launch. By the very next update of the floor plan in April 2014, we expanded into all doors with nine feet of space and 161 stockkeeping units.”

Ulta continues to carry 161 It Cosmetics sku’s, ranging in price from $20 to $58, with Bye Bye Under Eye Concealer and CC+ Cream bestsellers for the retailer.

Buoyed by that success, the retailer and the cosmetics firm worked together to create a propri- etary brush collection.

“We launched It Brushes for Ulta in September 2014 with over 60 sku’s, including single brushes and sets, in all doors, occupying 11 feet of space for the brushes alone in the majority of them,” Kern Lima said. “Today, between our two brands [the cosmetics and the cobranded brushes], we have 20 feet of space in the majority of doors.”

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While Kern Lima declined to discuss the size of her total business, industry sources estimated that It Cosmetics will finish 2015 with retail sales in excess of $275 million.

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