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July 09.2025

2 Minutes Read

How to Secure Your Brand in Ulta Beauty: Tips from Successful Entrepreneurs

Unlocking the Secrets to Getting Your Brand Into Ulta Beauty

For aspiring entrepreneurs, establishing a presence in Ulta Beauty can signify a substantial leap toward success. This specialty beauty retailer boasts over 1,400 locations across the U.S., serving as a primary destination for beauty enthusiasts seeking to discover innovative brands. Founders of five emerging businesses shared how they successfully gained entry into Ulta, offering practical insights that can help others navigate this competitive retail landscape.

Networking: The Key to Opportunities

Networking played a pivotal role for Shizu Okusa, founder of Apothékary. During her endeavors to place her herbal medicine products on Ulta's shelves, conventional approaches like hiring brokers fell short. However, a fortuitous connection with Tal Ziv, a vice president at Nike, changed her fortune. Though he didn’t invest in her business, placing her in touch with Ulta's then-COO, Kecia Steelman, opened doors that had previously been closed. Okusa's strategy included creating engaging pitches and memorable stories, demonstrating that strong networking can lead to unforeseen opportunities.

The Power of Experience

Building a knowledgeable team was critical for Yanghee Paik, co-founder of Rael. After numerous rejections, her brand finally secured a spot at Ulta by hiring experienced executives who understood the retailer's expectations. This strategic move revealed a vital lesson: aligning operational strategies with the specific culture of potential partners can significantly improve chances for success.

Capitalizing on Discoverability

Ulta Beauty isn’t just a retailer; it’s a platform for brands to reach beauty enthusiasts. Founders like Okusa emphasize the importance of this exposure, as many customers visit Ulta specifically to explore new products. By leveraging Ulta's consumer base, brands are afforded an invaluable opportunity to showcase innovation and capture new clientele.

Conclusion: Steps Toward Entry

For entrepreneurs aspiring to capture shelf space in Ulta, the journey involves both strategic networking and hiring seasoned professionals. By learning from the experiences of those who have successfully navigated this path, new brands can optimize their approaches and increase their chances of securing desired positions in one of the largest beauty retailers in the U.S.

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How to Secure Your Brand in Ulta Beauty: Tips from Successful Entrepreneurs

Unlocking the Secrets to Getting Your Brand Into Ulta Beauty

Networking: The Key to Opportunities

The Power of Experience

Capitalizing on Discoverability

Conclusion: Steps Toward Entry

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