Key Takeaways
- Ulta Beauty will launch The Inkey List skin care products nationwide on July 13, 2025.
- Sacheu is expanding its cosmetics range at Ulta, with a full online launch and in-store presence at 700 locations.
- Both brands emphasize accessibility, education, and community engagement in their product offerings.
The Inkey List Launch at Ulta Beauty
Ulta Beauty has announced an exciting partnership with U.K.-based skin care brand, The Inkey List, introducing its products to over 1,450 stores and its ecommerce platform on July 13, 2025. Penny Coy, Ulta Beauty’s senior vice president of merchandising, expressed enthusiasm about meeting customer demands for upgraded skin care routines, which have increasingly become a vital aspect of self-care.
The product lineup at Ulta will feature affordable items across skin, body, and hair care categories, all retailing for $26.50 or less, including popular products like the Glycerin Gentle Purifying Cleanser and the exclusive Polyglutamic Acid Dewy Sunscreen SPF 30. Initial access was granted to Platinum and Diamond members on July 7, 2025, ahead of the general launch.
Mark Curry, CEO and co-founder of The Inkey List, emphasized that the brand’s objective is to democratize skin care through education and affordability. He views the partnership with Ulta as a significant step towards increasing accessibility to a broader audience in the U.S. This collaboration aims to empower consumers to make informed decisions about their skin care.
The Inkey List plans to engage potential customers with a “NO BS Skin Care Tour” throughout the southern U.S. until 2025. This initiative will feature in-store events and educational skincare classes to foster personalized consultations.
Co-founder Colette Laxton highlighted the commitment to delivering high-quality formulas at competitive prices, which will resonate with Ulta’s diverse clientele, including seasoned beauty enthusiasts and newcomers.
Expansion of Sacheu at Ulta Beauty
Sacheu, a beauty brand known for its viral appeal, is stepping up its partnership with Ulta Beauty by launching its full cosmetics range online and at 700 stores, marking the brand’s first in-store debut. Since joining Ulta in December 2021, Sacheu has gained traction with products like the popular Lip Liner STAY-N.
The expanded product selection will include trending items like Cheek STAY-N, Contour STAY-N, and Liquid Glow STAY-N, along with exclusive early access to the upcoming Eyeshadow STAY-N and Eyeliner STAY-N. In addition, Sacheu is hosting ‘Sacheu World,’ an interactive pop-up event in Los Angeles from July 18-20, 2025, designed to bring the brand’s innovative approach to life through community experiences and immersive makeup interactions.
Sacheu co-founder Sarah Cheung expressed that the pop-up aims to celebrate the community that supported the brand’s growth, while emphasizing the importance of real connections through beauty. The brand’s chief commercial officer, Vincent Hickey, stated that Ulta’s values around inclusivity and innovation resonate perfectly with Sacheu’s mission.
Kaitlin Rinehart, Ulta Beauty’s vice president of merchandising, expressed pride in the partnership, stating that both brands focus on delivering authenticity and user-friendly formulas that reflect the evolving beauty landscape. This expansion aligns with Ulta’s goal of providing its customers with the best trends in beauty innovation.
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