- Because it continues to construct out its assortment of Black-owned private care manufacturers, Ulta will solely carry Sunday II Sunday’s newest shampoo and conditioner launch in its shops and on-line, in keeping with a press launch emailed to Retail Dive.
- The product line will probably be accessible on Ulta’s web site and in 300 Ulta Magnificence areas first earlier than being bought on Sunday II Sunday’s web site and at different retailers later this 12 months.
- Launched in Might 2020, the athleisure hair care model’s newest line options components comparable to probiotics, papaya extract and inexperienced keratin designed to cut back irritation, loosen useless pores and skin cells and strengthen hair. The corporate plans to unveil extra merchandise later this 12 months aimed toward eradicating sweat and buildup for girls with textured hair, per the press launch.
Ulta first added Sunday II Sunday to its product assortment in August 2021, bringing the up-and-coming model into bodily shops for the primary time. At the moment, the Black-owned DTC model had been featured in girls’s well being and wonder publications like Attract, Glamour, Cosmopolitan and Self, per the press launch.
“We launched Sunday II Sunday to supply girls with hair options to points that prevented them from being lively, like sweat buildup and environmental injury,” Keenan Beasley, CEO and founding father of Sunday II Sunday, stated in an announcement. “Any typical train routine is made up of lively exercise days and restoration days. Whereas the Moisture Steadiness Equipment is our reply to supporting her all through lively exercise days, the shampoo and conditioner can now turn into a part of her restoration day routine to make sure her hair will get the identical stage of care and a focus that she extends to her total wellness routine.”
Ulta has targeted on making itself a vacation spot for brand spanking new direct-to-consumer manufacturers and integrating them into its product assortment over the previous few years. In 2019, the corporate launched Sparked at Ulta Magnificence, a platform highlighting DTC manufacturers that had been making their brick-and-mortar debut. The retailer, in addition to rival Sephora, have been working to land exclusives with a number of the latest manufacturers to drive discovery for purchasers. The 2 have turn into more and more aggressive in different methods as effectively, with each rethinking their bodily retailer presence and touchdown shop-in-shop offers with main retailers to raised attain clients.
Increasing its assortment of Black-owned magnificence manufacturers has additionally been a spotlight level for Ulta. The corporate in February final 12 months stated it might double its Black-owned manufacturers by the top of the 12 months and in June joined the Fifteen P.c Pledge. This 12 months, Ulta pledged to spend $3.5 million on merchandising help for the Black-owned, based and led manufacturers it sells so clients can extra simply find them in shops, in addition to $8.5 million on advertising and marketing help for these manufacturers.