What's Happening?
Ulta Beauty has announced the introduction of Ocoa, a Dominican-owned hair care brand, across over 450 stores and online. Founded by Dominican sisters Cory Varona-Corniel and Nicol Varona Cancelmo, Ocoa is the first Dominican-owned brand to be featured at Ulta Beauty. The brand offers a range of curl care products formulated with skincare-level ingredients and bilingual packaging, excluding coconut oil. Ocoa's collection includes 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 meets all five Conscious Beauty pillars at Ulta, offering clean, vegan, cruelty-free formulas in sustainable packaging.
Why It's Important?
The launch of Ocoa at Ulta Beauty represents a significant milestone in the beauty industry, highlighting cultural representation and diversity. As the first Dominican-American-owned hair care brand at Ulta, Ocoa brings meaningful cultural representation to the shelves, enriching the broader beauty conversation. This development underscores the growing demand for inclusive and diverse beauty products, catering to a wider range of consumer needs. The partnership with Ulta Beauty through the Sparked platform and MUSE Accelerator further emphasizes the importance of supporting emerging brands and fostering innovation in the beauty sector.
What's Next?
To celebrate the 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 the Fashion District Ulta Beauty in Philadelphia on September 27. The brand's continued expansion and engagement with consumers through these events may enhance its market presence and influence future product development.
