LOS ANGELES — The Potion Studio has entered Ulta Beauty's assortment of category-leading beauty innovations, featuring its core portfolio of climate-adaptive hair care products, along with its new Control Potion Styling Gel.
This new partnership expands The Potion Studio's retail distribution while broadening Ulta Beauty's prestige hair care assortment. As the first Black and Middle Eastern-owned brand to launch at Ulta Beauty, The Potion Studio brings inclusive, climate-adaptive formulas designed for textured hair to simplify and elevate styling for today's mixed heritage consumers.
"At Ulta Beauty, we're committed to ensuring every guest sees themselves reflected in our assortment, and that means continuing to expand our textured hair offering with brands that bring authenticity, innovation and meaningful solutions to the category," said Shianna Davey, Vice President of Merchandising, Ulta Beauty. "The Potion Studio is a standout addition because it celebrates the individuality and versatility of textured hair while delivering thoughtfully developed products designed to meet the unique needs of curls, coils and waves. As we continue to grow our textured hair assortment, we're proud to partner with brands that broaden choice, inspire discovery and help every guest build a routine that feels personal to them."
The Potion Studio is rooted in founder Aziza El Wanni's multicultural background. Raised in Suriname by a Caribbean mother and Palestinian father, her personal hair journey inspired her to create multifunctional products for curls, coils, and waves. Unable to find products that met her needs, she built The Potion Studio around premium ingredients, elevated design, and formulas that deliver results.
"Entering Ulta Beauty as its first Arab and Black-owned brand is something I'm incredibly proud of," shared Aziza El Wanni, CEO and Founder, The Potion Studio. "I know how it feels to not fit into one cultural box, and I built The Potion Studio to create products that truly work for people with complex, textured hair needs in any climate."
Celebrity Hairstylist and Curl Specialist, Sophie Rose Gutterman, tested the new gel and shared, "the Control Potion Styling Gel kept my client's hair beautifully defined and bouncy while helping protect against frizz and humidity under the heat of the lights on set," Rose continued, "What impressed me most was how well it performed into day two—I was able to restyle my talent's down-look hairstyle, and it was still soft, voluminous, shiny, and frizz-free. I love a product that delivers lasting definition and hold without ever sacrificing softness, movement, or touchability."
The Potion Studio is featured on the Black Owned & Founded Featured Products page on Ulta's website, supporting the discovery of high-performance products for textured hair while reflecting the diversity and cultural intersectionality the retail partnership offers to natural hair enthusiasts.
