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The New League: Ulta Beauty’s Masstige Players

Ulta Beauty’s masstige category is growing thanks to a few key brands.

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.


Entered Ulta Beauty: October 2017

Morphe 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.

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Morphe currently offers 41 stockkeeping units, with three exclusive palettes, at 474 Ulta Beauty doors and online.

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Flower Beauty

Entered Ulta Beauty: February 2018

Entering 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.


Entered Ulta Beauty: February 2018

After 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 Revolution

Entered Ulta Beauty: July 2015

An 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.


Entered Ulta Beauty: online July 2016, in-store July 2017

E.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’ Wild

Entered Ulta Beauty: May 2017

One 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.