Milk Makeup to Launch at Ulta Beauty This Spring
Milk Makeup, part of Waldencast plc (NASDAQ: WALD), has announced its expansion into Ulta Beauty, the nation's largest beauty retailer. Starting spring 2025, Milk Makeup's products will be available in 600+ Ulta Beauty stores nationwide and on Ulta.com.
The brand, recognized as a top 20 EMV makeup brand globally with 75% EMV growth last year, will offer its full assortment of 150+ products, priced between $20-$52. The partnership includes popular items like the 13x award-winning Hydro Grip Primer and Cooling Water Jelly Tints. The brand will be featured through an eye-catching display highlighting its 'Live Your Look' ethos and will be part of Ulta Beauty's Conscious Beauty initiative.
This expansion marks a significant milestone for Milk Makeup since its 2016 debut and aligns with both companies' shared values of inclusivity, community, and creative self-expression.
Milk Makeup, parte di Waldencast plc (NASDAQ: WALD), ha annunciato la sua espansione in Ulta Beauty, il più grande rivenditore di bellezza del paese. A partire dalla primavera del 2025, i prodotti di Milk Makeup saranno disponibili in oltre 600 negozi Ulta Beauty a livello nazionale e su Ulta.com.
Il marchio, riconosciuto come uno dei primi 20 marchi di trucco EMV a livello globale con una crescita EMV del 75% nell'anno passato, offrirà il suo assortimento completo di oltre 150 prodotti, con prezzi compresi tra 20 e 52 dollari. La collaborazione include articoli popolari come il primer Hydro Grip, premiato 13 volte, e i toni Gel Acqua Rinfrescante. Il marchio sarà presentato attraverso un'esposizione accattivante che evidenzia il suo ethos 'Live Your Look' e sarà parte dell'iniziativa di Bellezza Consapevole di Ulta Beauty.
Questa espansione segna un traguardo significativo per Milk Makeup dalla sua debutto nel 2016 e si allinea ai valori condivisi di entrambe le aziende: inclusività, comunità ed espressione creativa di sé.
Milk Makeup, parte de Waldencast plc (NASDAQ: WALD), ha anunciado su expansión en Ulta Beauty, el minorista de belleza más grande del país. A partir de la primavera de 2025, los productos de Milk Makeup estarán disponibles en más de 600 tiendas Ulta Beauty en todo el país y en Ulta.com.
La marca, reconocida como una de las 20 principales marcas de maquillaje EMV a nivel mundial con un crecimiento del 75% en EMV el año pasado, ofrecerá su gama completa de más de 150 productos, con precios que oscilan entre 20 y 52 dólares. La asociación incluye artículos populares como el primer Hydro Grip, ganador de 13 premios, y los Gel Tintes de Agua Fría. La marca será presentada a través de una exhibición llamativa que destaca su ethos 'Live Your Look' y formará parte de la iniciativa de Belleza Consciente de Ulta Beauty.
Esta expansión marca un hito significativo para Milk Makeup desde su debut en 2016 y se alinea con los valores compartidos de ambas compañías: inclusividad, comunidad y autoexpresión creativa.
Milk Makeup는 Waldencast plc(NASDAQ: WALD)의 일부로서, 미국 최대의 뷰티 리테일러인 Ulta Beauty로의 확장을 발표했습니다. 2025년 봄부터 Milk Makeup의 제품은 전국 600개 이상의 Ulta Beauty 매장과 Ulta.com에서 구매할 수 있게 됩니다.
이 브랜드는 작년에 75% EMV 성장률을 기록한 세계적인 20대 EMV 메이크업 브랜드로 인정받고 있으며, 20달러에서 52달러 사이의 가격대에서 150개 이상의 제품을 제공합니다. 파트너십에는 13개 상을 수상한 Hydro Grip 프라이머와 쿨링 워터 젤 틴트 같은 인기 제품이 포함되어 있습니다. 브랜드는 'Live Your Look' 정신을 강조하는 시각적으로 눈에 띄는 디스플레이를 통해 소개되며 Ulta Beauty의 Conscious Beauty 이니셔티브의 일환으로 자리잡을 것입니다.
이번 확장은 2016년 데뷔 이후 Milk Makeup에게 중요한 이정표로, 양사 모두의 포용성, 커뮤니티 및 창의적인 자기 표현이라는 공통 가치를 반영합니다.
Milk Makeup, faisant partie de Waldencast plc (NASDAQ: WALD), a annoncé son expansion dans Ulta Beauty, le plus grand détaillant de beauté du pays. À partir du printemps 2025, les produits Milk Makeup seront disponibles dans plus de 600 magasins Ulta Beauty à travers le pays et sur Ulta.com.
La marque, reconnue comme l'une des 20 meilleures marques de maquillage EMV dans le monde avec une croissance de 75 % de l'EMV l'année dernière, proposera l'ensemble de sa gamme de plus de 150 produits, dont les prix varient de 20 à 52 dollars. Le partenariat inclut des articles populaires tels que le Hydro Grip Primer récompensé 13 fois et les Cooling Water Jelly Tints. La marque sera présentée à travers un affichage accrocheur mettant en avant son éthique 'Live Your Look' et fera partie de l'initiative de Belleza Consciente d'Ulta Beauty.
Cette expansion marque une étape importante pour Milk Makeup depuis ses débuts en 2016 et s'aligne sur les valeurs communes des deux entreprises : inclusivité, communauté et expression créative de soi.
Milk Makeup, Teil von Waldencast plc (NASDAQ: WALD), hat seine Expansion in Ulta Beauty, den größten Beauty-Händler des Landes, angekündigt. Ab Frühjahr 2025 werden die Produkte von Milk Makeup in über 600 Ulta Beauty-Filialen landesweit und auf Ulta.com erhältlich sein.
Die Marke, die als eine der Top 20 EMV-Make-up-Marken weltweit anerkannt ist und im letzten Jahr ein EMV-Wachstum von 75% verzeichnete, wird ihr vollständiges Sortiment von über 150 Produkten anbieten, die zwischen 20 und 52 US-Dollar kosten. Die Partnerschaft beinhaltet beliebte Artikel wie den 13-fach ausgezeichneten Hydro Grip Primer und Cooling Water Jelly Tints. Die Marke wird durch eine auffällige Präsentation hervorgehoben, die ihr Ethos 'Live Your Look' betont und wird Teil der Conscious Beauty-Initiative von Ulta Beauty sein.
Diese Expansion stellt einen wichtigen Meilenstein für Milk Makeup seit seinem Debüt im Jahr 2016 dar und steht im Einklang mit den gemeinsamen Werten beider Unternehmen: Inklusivität, Gemeinschaft und kreative Selbstentfaltung.
- Expansion to 600+ Ulta Beauty stores and online platform, significantly increasing distribution
- 75% EMV growth in previous year
- Achieved top 20 EMV makeup brand status globally
- Full product line (150+ items) to be carried by major retailer
- None.
Insights
The Milk Makeup-Ulta Beauty partnership represents a transformative distribution expansion for Waldencast's portfolio brand, with several key strategic implications:
The rollout to 600+ Ulta stores provides immediate access to a massive beauty retail footprint, significantly expanding Milk Makeup's addressable market. Ulta Beauty's 49 million loyalty members and high-traffic locations could substantially accelerate Milk Makeup's growth trajectory. The brand's current momentum - achieving top 20 EMV status and
The timing is particularly strategic, aligned with two key market trends: 1) The growing consumer preference for clean beauty products, where Milk Makeup's certification under Ulta's Conscious Beauty initiative provides competitive differentiation 2) The post-pandemic shift in beauty retail, with consumers increasingly seeking in-store experiences alongside digital discovery.
The 150+ product assortment priced between
For Waldencast investors, this expansion represents a significant milestone in the company's growth strategy. The partnership with North America's largest beauty retailer should drive meaningful revenue acceleration through both new customer acquisition and increased brand awareness. The commitment to exclusive future launches through Ulta also indicates a deep strategic alignment that could yield sustained long-term value creation.
The
The Ulta Beauty partnership comes at an exciting time for Milk Makeup. The next-gen brand is now a top 20 EMV makeup brand globally, with EMV growing by more than
"We're very proud to join the Ulta Beauty family and to be part of their Conscious Beauty initiative through our commitment to creating innovative, culturally relevant, high-performance and clean products," says Tim Coolican, CEO of Milk Makeup. "Ulta Beauty shares our core values of inclusivity, community and creative self-expression. This is the beginning of a beautiful long-term partnership."
As the beauty community increasingly prioritizes brands that align with their values, Milk Makeup's partnership with Ulta Beauty arrives at the perfect time. The full assortment of Milk Makeup products, which includes 150+ products ranging from
"We are thrilled to welcome Milk Makeup to the Ulta Beauty family and expand their reach even further by bringing their transformative, bold and expressive assortment to even more beauty enthusiasts across the
Milk Makeup will be available to shop in over 600 Ulta Beauty stores this spring and on Ulta.com.
ABOUT MILK MAKEUP
Born out of Milk Studios, a creative hub in downtown
At Milk Makeup, creativity is the driver of innovation. We constantly challenge ourselves to raise the bar to create products you never knew you needed. Clean, vegan, cruelty-free, everything is made with the highest standards and designed to work as hard as you do.
Our mission is to unlock your creativity—no matter who you are, what you do, or where you live. We believe beauty isn't about how you wear your makeup, it's what you do in it and how you Live Your Look that matters.
About Waldencast plc
Founded by Michel Brousset and Hind Sebti, Waldencast's ambition is to build a global best-in-class beauty and wellness operating platform by developing, acquiring, accelerating, and scaling conscious, high-growth purpose-driven brands. Waldencast's vision is fundamentally underpinned by its brand-led business model that ensures proximity to its customers, business agility, and market responsiveness, while maintaining each brand's distinct DNA. The first step in realizing its vision was the business combination with Obagi Medical and Milk Makeup. As part of the Waldencast platform, its brands will benefit from the operational scale of a multi-brand platform; the expertise in managing global beauty brands at scale; a balanced portfolio to mitigate category fluctuations; asset light efficiency; and the market responsiveness and speed of entrepreneurial indie brands. For more information please visit: https://ir.waldencast.com/.
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SOURCE Milk Makeup
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