Blowout concept Drybar is launching products in 400 Ulta Beauty doors on April 10.
The company will roll out styling tools first — about 37 stockkeeping units — in brick-and-mortar locations and online. By 2017, Drybar expects its tools and hair-product line to be in all Ulta retail locations.
“We’ve been really careful with our expansion to make sure we’re doing it slowly,” said Drybar founder Alli Webb. “Ulta has such mass distribution…it just feels like the next logical step for us.”
“We feel like it’s kind of a no-brainer to go into Ulta, it was more a question of timing,” Webb said. “It took us a while to get our distribution ready to be in so many doors.”
The company’s styling tools, which include its Buttercup Blow-Dryer, Tress Press Styling Iron, the 3-Day Bender Digital Curling Iron, plus brushes and rollers, retail for between $10 and $195.
Drybar styling products will follow the tools into Ulta, trailing by about a month, Webb said. The brand recently launched Extend Your Blowout, a collection of products including Detox Dry Shampoo and Detox Dry Conditioner. The company also makes Detox Dry Shampoo for Brunettes, Mr. Incredible Ultimate Leave-In Conditioner, Blonde Ale Brightening Shampoo, Conditioner and Brightening Cream, Happy Hour Blowout Shampoo, Weightless Conditioner, Sake Bomb Nourishing Shampoo and Conditioner, Texas Tea Volumizing Shampoo, Conditioner and Volumizing Hair Spray, Gold Mine Shimmering Leave-In Conditioner, Velvet Hammer Hydrating Control Cream, Triple Sec the Perfect 3-in-1, 100 Proof Treatment Oil, So Belle Volumizing Mousse, Mai Tai Spritzer Sea Salt Spray, Monkey Maker Flexible Hold Hairspray, The Sheriff Firm Hold Hairspray, The Chaser Shine Cream and Sparkling Soda Shine Mist. Hair product prices range from $23 to $28.
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Drybar’s products business is set to grow 73 percent year-over-year and comprise 26 percent of the company’s revenue for 2016, according to the company. Before the Ulta distribution deal, Drybar’s products were sold at the brand’s salon outposts, Nordstrom and Sephora. The Extend Your Blowout collection went into Sephora in early March.
Since Webb opened the first Drybar salon in 2010, the business has grown to more than 57 locations and entered Canada. Digital has been one of the keys to the company’s growth, Webb said previously. The company launched Dry of the Fly — a mobile application that allows users to have Drybar stylists come to their home for a blowout for $75 – in July. The business is planning to open 10 to 12 more locations by the end of this year, according to the company.