Milk Makeup, a clean color cosmetics brand and part of the Waldencast plc platform, announced a significant expansion into Ulta Beauty, the nation's largest beauty retailer. Starting this spring, Milk Makeup's products will be available in over 600 Ulta Beauty stores nationwide and on Ulta.com. This move marks a key milestone for the brand since its debut in 2016.
The partnership will introduce Milk Makeup's full assortment of over 150 products, ranging from $20 to $52, to Ulta Beauty's extensive customer base. This expansion is expected to connect Milk Makeup with millions of new consumers, leveraging Ulta Beauty's engaged community and Conscious Beauty initiative. Milk Makeup was recognized in WWD Beauty Inc.'s Most Powerful Beauty Brands in 2024.
This strategic distribution growth is poised to enhance Milk Makeup's market presence and accessibility, building on its status as a top 20 EMV makeup brand globally. The brand's earned media value grew by more than 75% last year, indicating strong consumer interest and engagement.
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