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Ariana Grande’s R.E.M. Beauty Heads to Ulta
In its first brick-and-mortar distribution play, the brand is entering more than 1,000 Ulta Beauty doors next month.
Not surprising, given it's morphe tie
article in it's entirety here ▼
Spoiler
Ariana Grande’s R.E.M. Beauty is going wide with its first retail partner.
The brand, which launched last year, is going into more than 1,000 Ulta Beauty doors next month with its full assortment. At present, it is only sold via the brand’s website, and spans makeup and skin care. Prices range from $16 to $24.
R.E.M. Beauty may be new to Ulta, but Grande is not. The retailer has carried Grande’s perfume lines, which initially launched in 2015.
“We carry a number of celebrity brands that deliver credible influence and innovative products across all categories,” said Monica Arnaudo, chief merchandising officer, Ulta Beauty in an email. “Ariana Grande is a wonderful example of a long-standing, successful celebrity brand partner. Her fragrances are some of our most-loved in the category and we are thrilled to embark on this next chapter of her beauty journey,” she continued.
The brand, incubated by Morphe parent company Forma Brands, is said to resonate both domestically and globally. “From the beginning, Ariana has had such a super clear vision and really knew from the very beginning of the process, as founder and creator, what she wanted the brand to really stand for and to be about,” said Alex Alston, the brand’s vice president.
Part of that value proposition includes accessibility, which Alston sees as guiding its distribution strategy. “Just having that IRL moment is really important, where [consumers] can really touch and feel and explore the product and also, we’re able to provide this playground in a meaningful way across the country,” he said.
“In line with that ambition to be inclusive, it provides us that opportunity to connect with the widest audience possible,” he said.
The celebrity beauty space has seen an onslaught of new entrants, from Scarlett Johansson to Jennifer Lopez. Part of cutting through the clutter, Alston said, involved making sure Grande was involved in every step of building the brand.
“What really differentiates the brand is that we are so authentically linked to her point of view and perspective. That has really allowed us to create something that feels very uniquely Ari,” Alston said. “She will always ensure that we are focused on the core DNA and fundamentals of the brand and I that keeps us true to her vision.”
To that end, Alston added that Grande’s experience with beauty — both as a consumer, and from years in the makeup chair — makes her an ideal sounding board. “She road tests the product, her makeup bag is always full of R.E.M. Beauty samples and she will give me honest feedback all the time about how to make something better,” Alston said.
The brand’s decision to enter retail comes after its second collection drop, called “goodnight n go,” named after the track on her 2018 album, Sweetener.
Grande seemed equally bullish on the partnership. “I decided to work with Ulta Beauty as an exclusive retail partner because they are simply the best and such incredible partners,” she said. “We’ve worked together over the past few years doing fragrance and have built such a wonderful relationship. I feel like R.E.M. Beauty has such a perfect home in Ulta Beauty stores, and I so deeply appreciate their loyalty and their belief in my products. It’s an honor and I am very excited for people to get their hands on them in person.”
Ariana Grande’s R.E.M. Beauty is going wide with its first retail partner.
The brand, which launched last year, is going into more than 1,000 Ulta Beauty doors next month with its full assortment. At present, it is only sold via the brand’s website, and spans makeup and skin care. Prices range from $16 to $24.
R.E.M. Beauty may be new to Ulta, but Grande is not. The retailer has carried Grande’s perfume lines, which initially launched in 2015.
“We carry a number of celebrity brands that deliver credible influence and innovative products across all categories,” said Monica Arnaudo, chief merchandising officer, Ulta Beauty in an email. “Ariana Grande is a wonderful example of a long-standing, successful celebrity brand partner. Her fragrances are some of our most-loved in the category and we are thrilled to embark on this next chapter of her beauty journey,” she continued.
The brand, incubated by Morphe parent company Forma Brands, is said to resonate both domestically and globally. “From the beginning, Ariana has had such a super clear vision and really knew from the very beginning of the process, as founder and creator, what she wanted the brand to really stand for and to be about,” said Alex Alston, the brand’s vice president.
Part of that value proposition includes accessibility, which Alston sees as guiding its distribution strategy. “Just having that IRL moment is really important, where [consumers] can really touch and feel and explore the product and also, we’re able to provide this playground in a meaningful way across the country,” he said.
“In line with that ambition to be inclusive, it provides us that opportunity to connect with the widest audience possible,” he said.
The celebrity beauty space has seen an onslaught of new entrants, from Scarlett Johansson to Jennifer Lopez. Part of cutting through the clutter, Alston said, involved making sure Grande was involved in every step of building the brand.
“What really differentiates the brand is that we are so authentically linked to her point of view and perspective. That has really allowed us to create something that feels very uniquely Ari,” Alston said. “She will always ensure that we are focused on the core DNA and fundamentals of the brand and I that keeps us true to her vision.”
To that end, Alston added that Grande’s experience with beauty — both as a consumer, and from years in the makeup chair — makes her an ideal sounding board. “She road tests the product, her makeup bag is always full of R.E.M. Beauty samples and she will give me honest feedback all the time about how to make something better,” Alston said.
The brand’s decision to enter retail comes after its second collection drop, called “goodnight n go,” named after the track on her 2018 album, Sweetener.
Grande seemed equally bullish on the partnership. “I decided to work with Ulta Beauty as an exclusive retail partner because they are simply the best and such incredible partners,” she said. “We’ve worked together over the past few years doing fragrance and have built such a wonderful relationship. I feel like R.E.M. Beauty has such a perfect home in Ulta Beauty stores, and I so deeply appreciate their loyalty and their belief in my products. It’s an honor and I am very excited for people to get their hands on them in person.”
Tula Skincare Goes Into Sephora U.S. - April 1st
An assortment of 30 stock keeping units will be available online and in 250 doors.
Spoiler
P&G’s latest acquisition is broadening its reach.
Tula Skincare, which was acquired by the conglomerate earlier this year, is going into Sephora starting April 1. An assortment of 30 stock keeping units will be available on Sephora’s website and in 250 doors.
The brand was reported to be Ulta Beauty‘s fastest-growing prestige brand, and was said to be doing around $150 million in net sales last year, as WWD reported.
“We really are at an inflection point as a brand. I always say that strategy is what you say no to. We have stayed very focused from a channel strategy standpoint,” said Savannah Sachs, chief executive officer, Tula Skincare. “Now, we’ve earned the right to focus on the next step, which is incremental expansion and really raise the bar, which is our theme for this year.”
Tula Skincare first launched in Sephora Canada last year, and Sachs cited exponential interest from Sephora’s customers as the impetus for the partnership. “We knew there was incredible pull from the Sephora customer on demand for Tula, and Sephora saw this whitespace in their assortment for a clean and clinical brand,” she said. “When Sephora came to us, they saw hundreds of thousands of searches for Tula on sephora.com.”
Beyond casting a wider net, Sachs sees another facet to the partnership’s advantages. “Our brand awareness in the U.S. is still quite low, which is exciting. There’s this opportunity ahead of us, and so we see this expansion into Sephora as an incredible brand awareness move, to reach a customer that has a common foundation with our customer today, but also really complementary.
“We’re very aligned in terms of age demographics with the Sephora guest, there’s clearly a focus on Millennials and, increasingly, Gen Z. Sephora has this incredible beauty enthusiast and ‘skin-tellectual’ customer, and a more urban footprint, which will really be complementary to where we are today.”
Tula Skincare, which was acquired by the conglomerate earlier this year, is going into Sephora starting April 1. An assortment of 30 stock keeping units will be available on Sephora’s website and in 250 doors.
The brand was reported to be Ulta Beauty‘s fastest-growing prestige brand, and was said to be doing around $150 million in net sales last year, as WWD reported.
“We really are at an inflection point as a brand. I always say that strategy is what you say no to. We have stayed very focused from a channel strategy standpoint,” said Savannah Sachs, chief executive officer, Tula Skincare. “Now, we’ve earned the right to focus on the next step, which is incremental expansion and really raise the bar, which is our theme for this year.”
Tula Skincare first launched in Sephora Canada last year, and Sachs cited exponential interest from Sephora’s customers as the impetus for the partnership. “We knew there was incredible pull from the Sephora customer on demand for Tula, and Sephora saw this whitespace in their assortment for a clean and clinical brand,” she said. “When Sephora came to us, they saw hundreds of thousands of searches for Tula on sephora.com.”
Beyond casting a wider net, Sachs sees another facet to the partnership’s advantages. “Our brand awareness in the U.S. is still quite low, which is exciting. There’s this opportunity ahead of us, and so we see this expansion into Sephora as an incredible brand awareness move, to reach a customer that has a common foundation with our customer today, but also really complementary.
“We’re very aligned in terms of age demographics with the Sephora guest, there’s clearly a focus on Millennials and, increasingly, Gen Z. Sephora has this incredible beauty enthusiast and ‘skin-tellectual’ customer, and a more urban footprint, which will really be complementary to where we are today.”
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