Core Insights - amika, a Brooklyn-based haircare brand, is launching its products at Ulta Beauty, marking its first new retail partnership in over a decade in the U.S. [1][3] Group 1: Product Availability - Starting December 1, amika products will be available in all Ulta Beauty stores nationwide and online at Ulta.com [2] - The product range includes popular items such as the 1 dry shampoo in the prestige haircare market and the bestselling soulfood nourishing hair mask [2] Group 2: Brand Evolution - The partnership signifies a strategic shift for amika from a salon-focused brand to a broader omnichannel retail presence [3] - 42% of amika's consumers first discovered the brand through salons, highlighting the importance of stylists in brand awareness [3] Group 3: Strategic Partnership - amika's CEO emphasized the significance of this partnership in making professional-grade products accessible to a wider audience [4] - Ulta Beauty's Senior Vice President noted that the collaboration enhances the shopping experience for customers by integrating salon services with product availability [5] Group 4: Marketing and Promotion - Ulta Beauty will feature exclusive sets of amika bestsellers in all stores and will host a Salon Brand Feature to promote the brand [5] - The partnership aims to celebrate self-expression and inclusivity in haircare, aligning with amika's brand philosophy [4]