Ulta Beauty Introduces Ocoa as First Dominican Hair Care Brand, Expanding Cultural Representation

What's Happening?

Ocoa, a clean curl care brand founded by Dominican sisters Cory Varona-Corniel and Nicol Varona Cancelmo, has launched at Ulta Beauty, marking a significant milestone as the first Dominican-owned hair care brand available at the retailer. The brand's debut includes placement in over 450 stores and online, featuring a collection of five products designed for curly hair. Ocoa's offerings include Curl Care Shampoo and Conditioner, Hydrating Curl Cream, Curl Defining Styling Gel, and an exclusive Curl Refresh + Hold Spray available only at Ulta Beauty. The brand emphasizes its Dominican heritage and sisterhood, with products formulated using skincare-level ingredients and bilingual packaging, while avoiding coconut oil. Ocoa also meets all five Conscious Beauty pillars at Ulta, offering clean, vegan, cruelty-free formulas in sustainable packaging.

Why It's Important?

The introduction of Ocoa at Ulta Beauty represents a significant step in diversifying the beauty industry by bringing cultural representation to mainstream retail shelves. As the first Dominican-American-owned hair care brand at Ulta, Ocoa highlights the importance of inclusivity and the celebration of diverse beauty standards. This move not only broadens the range of products available to consumers with curly hair but also supports the representation of minority-owned businesses in the beauty sector. The partnership with Ulta through the Sparked platform and MUSE Accelerator further underscores the retailer's commitment to supporting emerging brands and fostering diversity.

What's Next?

To celebrate its launch, Ocoa Beauty is hosting two free events in Pennsylvania, their home state, in September. These events will include a meet and greet with the brand founders, a refresh station activation, and opportunities for attendees to receive Ocoa products with a gift purchase. The events are scheduled at Ulta Beauty in Lancaster on September 20 and at the Fashion District Ulta Beauty in Philadelphia on September 27. These events aim to engage the community and promote the brand's cultural heritage and product offerings.

Beyond the Headlines

Ocoa's launch at Ulta Beauty not only signifies a retail milestone but also contributes to a broader cultural conversation about beauty standards and representation. By offering products that cater specifically to curly hair and emphasizing Dominican heritage, Ocoa challenges traditional beauty norms and encourages consumers to embrace their natural hair textures. This development may inspire other minority-owned brands to seek similar opportunities, potentially leading to increased diversity and inclusivity within the beauty industry.