What's Happening?
Lili Reinhart's skin care brand, Personal Day, is set to make its retail debut at Ulta Beauty stores. Starting Sunday, the brand will be available in approximately 700 Ulta Beauty locations, along with 104 front-of-store towers under the retailer's Sparked program. This expansion comes just 10 months after Personal Day's initial launch in October 2024, which began as a direct-to-consumer brand with five products priced under $40. The brand, co-founded by Reinhart and Shelagh Wong, focuses on providing dermatologist-tested products for acne-prone skin, featuring ingredients like mevalonic acid and azelaic acid. Personal Day's products, such as the TikTok-viral Unplug Blackhead-Melting Nose Strips, have gained significant popularity, leading to a 73% increase in monthly net sales from April to May.
AD
Why It's Important?
The entry of Personal Day into Ulta Beauty marks a significant milestone for the brand, highlighting its rapid growth and consumer demand. This move allows the brand to reach a broader audience, particularly in rural areas where Ulta Beauty stores are prevalent. The partnership with Ulta Beauty, a major player in the beauty retail industry, provides Personal Day with increased visibility and accessibility, potentially boosting sales and brand recognition. For consumers, this expansion offers the opportunity to experience the products firsthand, enhancing the shopping experience. The collaboration also underscores the trend of celebrity-driven beauty brands leveraging retail partnerships to expand their market presence.
What's Next?
As Personal Day enters Ulta Beauty, the brand is likely to focus on maintaining its growth momentum and expanding its product line. The partnership with Ulta Beauty could lead to further collaborations and promotional activities to attract new customers. Additionally, the brand may explore opportunities to expand into other retail chains or international markets, leveraging its success in the U.S. market. For Ulta Beauty, the inclusion of Personal Day aligns with its strategy to offer innovative and emerging beauty brands, potentially attracting a younger demographic interested in acne-safe products.
