Naturium expands into Ulta Beauty

Skincare brand Naturium has announced its expansion into beauty retailer Ulta Beauty.

Starting July 14, Naturium’s skincare and body care products will be available in all 1,400 Ulta Beauty stores nationwide and online.

The launch includes over 45 products, featuring four fan-favorite exclusives available only at Ulta Beauty, marking the largest in-store assortment for the brand to date. The assortment ranges from $10 to $32.

The joint effort between these two beauty powerhouses will be supported with social and media content, events, influencer campaigns, e-commerce initiatives, and in-store touchpoints, including displays and beauty advisor education.

“We are incredibly excited about our partnership with Ulta Beauty! Our Naturium community was loud and clear about which retailer they wanted to see us in next, and we’re happy to always give them what they ask,” said Susan Yara, Naturium founder. 

“This partnership will give us the opportunity to offer a larger selection of products in store, so they’re even more accessible and easy to purchase.”

In 2024, Naturium has equally expanded its availability to five countries, including the U.S., Canada, U.K., Italy, and Australia. The move comes just nine months after Naturium was acquired by E.LF. Beauty.

“We are thrilled to welcome Naturium to the Ulta Beauty family and our expansive skin and body care assortment this summer,” added Penny Coy, senior vice president of merchandising, Ulta Beauty. 

“As the preferred destination for beauty enthusiasts of all generations, we are excited to offer Naturium’s viral, accessible and efficacious products to new and existing brand fans across the U.S. We look forward to introducing exclusive innovative launches, such as the The Glow Getter Body Oil, an extension of one of the brand’s best selling body washes, and celebrating the like-minded mission of delivering high -performance and clinically-effective skincare for all, as the key partner in Naturium’s next phase of growth.”