Milk Makeup to Launch at Ulta Beauty This Spring

Core Insights - Milk Makeup, a clean beauty brand, is expanding its presence by partnering with Ulta Beauty, making its products available in over 600 stores and online starting this spring [1][4] - The brand has seen significant growth, becoming a top 20 EMV makeup brand globally with a 75% increase in EMV last year [2] - Milk Makeup's product range includes over 150 items priced between $20 and$52, emphasizing inclusivity and innovative formulations [3][4] Company Overview - Milk Makeup was founded in New York City and is known for its commitment to clean, vegan, and cruelty-free products, focusing on creativity and self-expression [5][6] - The brand aims to unlock creativity for all individuals, emphasizing that beauty is about personal expression rather than just makeup application [6] Industry Context - The partnership with Ulta Beauty aligns with the growing consumer preference for brands that prioritize values such as inclusivity and community [3] - Ulta Beauty's Senior Vice President highlighted Milk Makeup's innovative approach and its role in enhancing the beauty discovery experience for consumers [4] Strategic Vision - Waldencast plc, the parent company of Milk Makeup, aims to build a leading beauty and wellness platform by developing and scaling purpose-driven brands [7][8] - The operational scale and expertise provided by Waldencast are expected to enhance Milk Makeup's market responsiveness and growth potential [8]