Amid better-than-expected sales results, Ulta Beauty has added two new brand partners: The Inkey List and Sacheu.
The Inkey List Partners with Ulta Beauty to Expand Skin Care Accessibility Across the US
"We're incredibly excited to launch The Inkey List at all Ulta Beauty stores nationwide, and on Ulta.com this summer," said Penny Coy, senior vice president of merchandising, Ulta Beauty. "Our guests are constantly looking to upgrade their skin care routines, especially as these daily rituals become a form of self-care."The Inkey List/Ulta Beauty
All products across the skin, body and hair/scalp care categories will retail for $26.50 or less, including the Glycerin Gentle Purifying Cleanser and the Ulta-exclusive Polyglutamic Acid Dewy Sunscreen SPF 30.
The Inkey List launched at Ulta Beauty on July 7, offering Platinum and Diamond members exclusive online access for 24 hours.
The brand will also host a "NO BS Skin Care Tour" across the southern U.S. through 2025, featuring in-store events, skin care education classes and personalized consultations with the askInkey team.
"When we created the brand, we set out to democratize skin care by way of education, efficacy, price, and accessibility," said The Inkey List's CEO/co-founder, Mark Curry. "Partnering with Ulta Beauty, a pillar within the beauty landscape, brings us significantly closer to that goal in the U.S. We couldn't be more thrilled to finally bring Inkey to the Ulta Beauty guest and fuel our brand proposition to a greater U.S. audience."
"We're incredibly excited to launch The Inkey List at all Ulta Beauty stores nationwide, and on Ulta.com this summer," said Penny Coy, senior vice president of merchandising, Ulta Beauty. "Our guests are constantly looking to upgrade their skin care routines, especially as these daily rituals become a form of self-care. As the nation's largest beauty retailer, we want to ensure our assortment reflects their beauty needs and goals, which is why The Inkey List is the perfect addition to our growing assortment. A key differentiator for the brand is their commitment to education, ingredient transparency, accessibility, and personalization. These shared values are ones our guests prioritize, and we are thrilled to be a part of the brand's next chapter of growth to reach even more beauty enthusiasts of all ages and generations in the U.S. We look forward to welcoming new and existing brand fans to shop their best sellers, award-winners and exclusive launches, this summer and beyond."
"Our motto is NO BS, just better skin," said The Inkey List co-founder, Colette Laxton. "Our mission is to empower people to make the best decisions for their skin, and to give people access to the best clinically proven formulas, and unbelievably high-quality ingredients at an affordable price–such as a plant-derived exosome treatment for just $22. That being said, what truly excites me with the Ulta Beauty expansion, is bringing a whole new community of people into the fold to discover Inkey, and to have them start their skin care journey with us -- whether they are curious or confused."
Sacheu and Ulta Beauty Expand Partnership to Celebrate Innovation and Inclusivity
Sacheu, meanwhile, is initiating its first-ever in-store launch of its full cosmetics range online at Ulta.com, followed by a rollout at 700 stores.
Sacheu has been at Ulta Beauty since December 2021, featuring products such as its TikTok favorite Lip Liner STAY-N.
The expanded selection will feature the brand's most buzzworthy products, including Cheek STAY-N, Contour STAY-N and Liquid Glow STAY-N. Additionally, Ulta Beauty shoppers will enjoy exclusive early access to the highly anticipated Eyeshadow STAY-N and Eyeliner STAY-N, set to launch this month.
Sacheu is also launching Sacheu World, an immersive pop-up in Los Angeles from July 18-20, 2025, bringing the viral brand to life with interactive makeup, community experiences, and curated moments. The event highlights Sacheu's Life-Ready Beauty; purchases will link to Ulta.com and its in-store pickup option, supporting the brand's retail growth.
"Sacheu World brings our viral beauty moments to life. It's all about real wear, real connection and celebrating the community that helped build this brand," said Sarah Cheung, co-founder, Sacheu.
"Ulta Beauty's focus on inclusivity and innovation perfectly aligns with Sacheu's values," said the brand's chief commercial officer, Vincent Hickey.
"At Ulta Beauty, we're proud to champion brands that reflect the creativity and innovation shaping today's beauty landscape—and Sacheu exemplifies all of that and more," said Kaitlin Rinehart, vice president of merchandising, Ulta Beauty. "As a brand that has leveraged social media to build an engaging fan base with its viral and experiential Peel-Off Lip Liner Stain, Sacheu brings a fun modern edge to our assortment. Expanding on our already successful existing partnership with Sacheu allows us to deliver even more of what beauty lovers are asking for—authenticity, long-lasting performance and easy to use formulas that are inspired by leading beauty hubs across the world."
