The New York
City based award-winning clean color cosmetics brand will
expand to select Ulta Beauty stores nationwide and online, marking
a significant milestone since its debut in 2016
NEW
YORK, Jan. 28, 2025 /PRNewswire/ -- Milk Makeup,
the trailblazing clean beauty brand celebrated for its iconic,
high-performance formulas, inclusive ethos and part of the
Waldencast plc (NASDAQ: WALD) platform, is thrilled to announce an
expansion into the nation's largest beauty retailer, Ulta Beauty.
Beginning this spring, Milk Makeup's cult-favorite products,
including the 13x award-winning Hydro Grip Primer and
internet-breaking Cooling Water Jelly Tints will be available in
600+ Ulta Beauty stores nationwide and on Ulta.com.
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 75% last year. In 2024 Milk
Makeup was recognized in WWD Beauty Inc.'s Most Powerful Beauty
Brands as part of The New Guard, and its Cooling Water Jelly Tints
won Beauty Inc.'s Makeup Product of the Year. Expanding into Ulta
Beauty will connect Milk Makeup with millions of members of the
retailer's engaged community.
"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 $20-$52, will come
to life in Ulta Beauty stores and Ulta.com, through an eye-catching
display that spotlights the brand's unique brand expression and
signature, Live Your Look ethos, blockbuster innovations, inclusive
shade range and easy to apply multi-benefit products.
"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 U.S.," said Maria
Salcedo, Senior Vice President of Merchandising, Ulta
Beauty. "Milk Makeup has been a trailblazer in the category, from
incorporating efficacious ingredients, celebrating self-expression
and embracing the creativity, innovation, and fun of beauty
discovery through viral products and tried-and-true favorites, and
we are excited to partner in this next chapter to help grow the
Milk family and our community even further. We look forward to
welcoming new and existing guests to discover the brand's
award-winning, easy to use products in select stores and Ulta.com
this spring, with new and exclusive launches to come."
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
New York City, community and
self-expression is at the heart of everything we do.
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
