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Ulta Beauty’s Key Brands: Tarte

Tarte Cosmetics began distribution in Ulta in August 2010 — and has never looked back.

Tarte Cosmetics began distribution in Ulta in August 2010 — and has never looked back.

“We first launched in Ulta with eight shelves across, six feet of merchandising space in 364 doors,” said Maureen Kelly, founder and chief executive officer of Tarte. “We took a big leap of faith with them, as we were one of the only brands to launch into all doors at that time. We didn’t really know what to expect, but they were and continue to be amazing partners. Since 2010, we’ve grown with Ulta’s expansion to 800 stores, and you can find 12 shelves of Tarte spanning nine feet. Some of the biggest growth we’ve seen year-over-year, however, has been with, which has been gaining strength as a leading beauty e-com site.”

“Ulta currently has one of our biggest retail assort- ments — we have over 200 stockkeeping units in their doors,” said Candace Craig Bulishak, senior vice president of branding at Tarte. “From our Amazonian clay foundation and blushes to our Lights, Camera, Lashes mascara and Tartelette eye-shadow palette, our gondolas feature complexion, eye, cheek, lip, skin care and body, and our prices range from $16 to $49.”

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Kelly praised the retail- er’s team. “Tara Simon, senior vice president of merchandising at Ulta, has really been a driving force for us — whether she’s offering feedback on product development, sharing guest insights or advocating for Tarte opportunities within Ulta.”

Added Bulishak, “[Ulta has] been supportive and offered us opportunities for exposure in-store, online and in their promotional materials.”

“Each season, we develop Ulta-exclusive sets to participate in special animations both in-store and online,” Kelly said. “We always partake in their 21 Days of Beauty initiatives and we have an extensive offering for the holiday months. We work very closely with Ulta on our holiday program to make sure our exclusives and value sets really resonate with their guests during the season. Through the years, Ulta’s input in all of our special products has been vital to the success we’ve seen in sales.”