DIBS Beauty, the breakthrough cosmetics line and NewBeauty NB100 recipient, just made its debut into brick-and-mortar retail through an exclusive partnership with Ulta Beauty. The rollout officially began on August 26, and select DIBS Beauty products are now gracing the shelves of over 590 Ulta Beauty stores across the United States. They are also available on ulta.com, launching through Ulta Beauty’s emerging brand platform, Sparked.
Founded with the mission to simplify beauty routines for busy consumers, DIBS Beauty offers easy-to-use, must-have makeup designed to deliver more. The brand’s viral hero products, including the Desert Island Duos, promise quick and impactful makeup with minimal effort.
DIBS Beauty’s commitment to clean beauty aligns perfectly with Ulta Beauty’s Conscious Beauty initiative. The brand’s products are certified vegan, cruelty-free, gluten-free and talc-free. They’re also safe for sensitive skin and have undergone both allergy and dermatologist testing.
For cofounder and beauty influencer Courtney Shields, this launch represents a full-circle moment. “I have been shopping at Ulta Beauty since I was a teenager and it is a full-circle dream to be able to bring both my mom and daughter into stores to experience our brand on their shelves,” Shields said in a press release. “We knew from our first meeting that Ulta Beauty was the right home for our brand.”
Jeff Lee, cofounder and CEO of DIBS Beauty, sees this partnership as a significant step towards the brand’s goal of becoming a “50-state brand.” With this launch, DIBS Beauty will have a presence in 46 states. “We were extremely thoughtful about finding the right partner that amplifies our commitment to welcoming people into the DIBS experience with bright and open spaces. Ulta Beauty is the dream partner for us in our shared mission to ‘blend the rules’ for today’s consumers.”
Maria Salcedo, senior vice president of merchandising at Ulta Beauty, is also enthusiastic about the partnership: “Giving beauty lovers more of what they love, we’re excited to exclusively welcome emerging color cosmetics brand, DIBS Beauty, to our assortment as they make their retail debut. For the first time, our guests can explore, experiment, and play with DIBS’ perfectly paired blush, contour, and glow-giving bronzer sticks in stores, making it easier than ever to find their ideal shades for an unmatched, everyday look.”
