In a sign that beauty's retail evolution is continuing apace, The Ordinary has joined many other brands under The Estee Lauder Companies' umbrella to join Amazon. At the same time, Milk Makeup is launching into Ulta Beauty.
The Ordinary's U.S. Amazon Premium Beauty Store, featuring the brand's bestselling products.
“As a brand committed to democratizing beauty, we’re thrilled to bring The Ordinary to Amazon’s Premium Beauty store in the U.S,” says Nicola Kilner, co-founder of The Ordinary. “This collaboration offers our customers another reliable, secure, and convenient way to purchase our skincare. Amazon Premium Beauty will enable us to provide safe and effective delivery on our promise of science-driven beauty.”
She adds, “With customers at the heart of everything we do, we’re excited to see this collaboration with Amazon grow. We look forward to continuing to serve our loyal community and welcome new customers through this expanded channel.”
Meanwhile, Milk Makeup will enter more than 600 Ulta Beauty stores and online at the retailer this spring. The expansion will include the more than 150 Milk Makeup products priced from $20-$52, including the Hydro Grip Primer and lip-category-defining Cooling Water Jelly Tints.
"We're very proud to join the Ulta Beauty family and to be part of their Conscious Beauty initiative through our commitment to creating innovative, culturally relevant, high-performance and clean products," says Tim Coolican, CEO of Milk Makeup. "Ulta Beauty shares our core values of inclusivity, community and creative self-expression. This is the beginning of a beautiful long-term partnership."
"We are thrilled to welcome Milk Makeup to the Ulta Beauty family and expand their reach even further by bringing their transformative, bold and expressive assortment to even more beauty enthusiasts across the U.S.," says Maria Salcedo, senior vice president of merchandising, Ulta Beauty. "Milk Makeup has been a trailblazer in the category, from incorporating efficacious ingredients, celebrating self-expression and embracing the creativity, innovation, and fun of beauty discovery through viral products and tried-and-true favorites, and we are excited to partner in this next chapter to help grow the Milk family and our community even further. We look forward to welcoming new and existing guests to discover the brand's award-winning, easy to use products in select stores and Ulta.com this spring, with new and exclusive launches to come."
