What's Happening?
British color cosmetics brand Made by Mitchell has launched in the United States through a partnership with Ulta Beauty. Founded by makeup artist Mitchell Halliday, the brand is now available both online and in approximately 700 Ulta Beauty stores across the country. This marks Made by Mitchell's first physical retail presence in the U.S., having previously been available only through TikTok Shop. The launch is the culmination of an 18-month effort to establish a foothold in the American market, with Ulta Beauty chosen as the ideal retail partner due to its alignment with the brand's ethos.
Why It's Important?
The partnership between Made by Mitchell and Ulta Beauty is significant as it represents a strategic entry into the competitive U.S. beauty market. For Ulta Beauty,
adding Made by Mitchell to its product lineup can attract new customers and enhance its reputation as a destination for innovative beauty brands. For Made by Mitchell, this collaboration provides a platform to reach a broader audience and increase brand recognition in a key international market. The successful launch could set a precedent for other international beauty brands seeking to enter the U.S. market.
