Beautycounter, a clean beauty pioneer, is expanding its omnichannel model and will launch in Ulta—the largest beauty retailer in the US market—this week.

The beauty brand will debut at Ulta.com beginning Feb. 26 before rolling out to 500 Ulta stores nationwide by early next month.

“Our partnership with Ulta Beauty is an exciting step toward achieving Beautycounter's mission of getting safer products into the hands of everyone,” Marc Rey, CEO, Beautycounter, said in a statement. “We're looking forward to introducing new consumers to our award-winning products. We believe that this partnership – and the resulting growth of our community – will allow us to have an even greater impact on the future of beauty as we lead the industry beyond clean where all beauty is uncompromising.”

Ulta will sell 21 Beautycounter skincare products and nine color products online and in stores. The roster includes fan-favorites as well as new launches like Clean Swipe Hyaluronic Lip Balm, Reflect Effect Bamboobuff Exfoliating Polish and Reflect Effect Overnight Resurfacing Body Peel.

The accord is another step in Beautycounter’s evolving omnichannel model. When Gregg Renfrew founded Beautycounter in 2013, it was direct to consumer.  Today, Beautycounter’s products are sold through its independent reps/brand advocates as well as online at Beautycounter.com and inside its two retail locations in Denver and New York.  The company celebrates its 10-year anniversary this year, marking a decade of pioneering the clean beauty movement.

“Since we launched a decade ago, we’ve been intentional about expanding our omnichannel model to effectively reach consumers while also educating them on the importance of clean, safe products. We are committed to meeting our consumers wherever, however they shop,” said Kara Trousdale, chief commercial officer.

According to Trousdale, partnering with Ulta Beauty “aligns us with a brand that is aligned with our commitment to the health of people and the planet.”

Trousdale joined Beautycounter in early 2022 from Amazon, where she served as chief marketing officer for Amazon fashion and held leadership positions at Amazon grocery and personal care and supply chain and private brands.

“We are continuing to invest in all of our selling channels and are excited about the expanded reach that our partnership with Ulta Beauty will offer our customers,” Trousdale asserted.

Beautycounter’s army of brand representatives, which numbered more than 45K in the US and Canada at the end of 2021, remain part of its plan.

“We will continue to invest in our direct sales model,” Trousdale told Happi.com “Our brand advocates are valuable stewards of our mission and are the best educators for consumers to learn more about our products, and the work we’re doing in ingredient safety, advocacy, and sustainability. We look forward to continuing our work with brand advocates in the years to come.”

Trousdale added, “Each of our channels supports the other. The visibility we will gain from Ulta will ultimately help our brand advocates grow their businesses.”

Anchoring Conscious Beauty

Beautycounter will be an anchor brand for Ulta’s Conscious Beauty program.

Launched in 2020, the retailer’s program spans five pillars—clean ingredients, cruelty free, vegan, sustainable packaging and brands that positively impact communities and the planet.

For Beautycounter, Ulta’s approach Conscious Beauty platform is an important element in the partnership.

“It was incredibly important to us to find a partner aligned with our commitment to raising up the standards of the beauty industry, in service of creating a future where all beauty is clean beauty,” noted Trousdale.

“At Ulta Beauty, we believe in the power of transparency and are proud of the limitless possibilities our clean and conscious beauty offerings unlock for our guests,” Monica Arnaudo, chief merchandising officer, Ulta Beauty, said in a statement. “As pioneers in this space, we're delighted to welcome Beautycounter to our growing conscious beauty assortment and provide greater access to their award-winning products, and together help to drive meaningful change in our industry and world.”

Key Numbers

Beautycounter has been a certified B Corp since 2013. Its own “never” list has 2,800 ingredients.

Investment firm Carlyle acquired a majority stake in Beautycounter in 2021 in a deal that valued the beauty company at $1 billion. 

At the end Q3 fiscal 2022,  Ulta operated 1,343 stores.

The retailer’s net sales rose 17.2% to $2.3  billion in Q3 compared to $2.0 billion in the third quarter of fiscal 2021. Comparable sales (sales for stores open at least 14 months and e-commerce sales) increased 14.6. Q3 FY 2022 gross profit increased 22.0% to $962.8 million.

A New Campaign

In addition to the retail expansion, Beautycounter will launch its largest brand campaign to date to commemorate its 10-year anniversary and look ahead to the next chapter of clean. The campaign, Raise Up Beauty, is said to celebrate what makes Beautycounter the undisputed leader in clean—community, commitment to innovation, and advocacy, the company said.