With prestige skin-care sales in the U.S. officially on the rebound — and growing faster than prestige makeup, according to The NPD Group — Ulta Beauty is beginning to broaden its reach in the category.
The retailer in recent years has been known for a prestige-makeup-heavy brand assortment in its roughly 1,107 stores. On a company earnings call in March, chief executive officer Mary Dillon announced the addition of Chanel makeup in a small number of doors, and earlier in 2017 MAC Cosmetics entered 25 doors, with plans for 100 by year’s end. When Ulta’s first Manhattan outpost opened in November, chief merchandising and marketing officer Dave Kimbell told WWD that the store’s layout — with nearly 50 percent of the space dedicated to prestige makeup — is reflective of the breakdown of the company’s business.
While an outsize emphasis on prestige makeup remains in the retailer’s doors, Ulta is edging toward placing increased focus on prestige skin. This month, it will unleash a slew of new brands in its doors, including Elemis, Tula, Skin Gym and Peach & Lily’s product lines — including five sku’s that were not included as part of the K-beauty platform’s July launch campaign. Brands such as Kopari, Crepe
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