Products of the clean beauty brand will now be available at Ulta beginning February 26, 2023 and in 500 Ulta Beauty stores across the United States on March 5, 2023. The partnership with the nation’s largest beauty retailer is expected to accelerate Beautycounter’s growth and will be supported by its largest brand campaign to date.

"Our partnership with Ulta Beauty is an exciting step toward achieving Beautycounter’s mission of getting safer products into the hands of everyone," said Marc Rey, Chief Executive Officer at Beautycounter. "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."

Omnichannel retail strategy

A selection of Beautycounter’s best-selling skin care and cosmetics will be available at Ulta Beauty, including All Bright C Serum, Dew Skin Tinted Moisturizer, and Reflect Effect Overnight Resurfacing Peel.

The Santa Monica, CA-based brand will live within Ulta Beauty’s Conscious Beauty program, a curated assortment of products featuring clean ingredients that are cruelty free and sustainably packaged which has become a cornerstone of the retailer’s merchandising strategy since its introduction in 2020.

"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," said Monica Arnaudo, Chief Merchandising Officer, Ulta Beauty. "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."

In addition to Ulta Beauty, Beautycounter will continue selling through its own DTC e-commerce site, its network of 45,000 direct sellers in the United States and Canada, and its two standalone stores in New York City and Denver, Colorado.

New brand campaign

Continuing this momentum, Beautycounter will launch its largest brand campaign to date. Dubbed ‘Raise Up Beauty’, the digitally-led campaign will commemorate the brand’s 10-year anniversary and look ahead to the next chapter. There will also be a 10-year anniversary celebration in Los Angeles on March 2, for media and the Beautycounter community.