Ulta Beauty has sharpened its strategy for launching up-and-coming brands in its stores.
A new platform for emerging brands, Sparked @ultabeauty, made its debut to consumers on Saturday at Beautycon in Los Angeles. Sparked is designed to support and promote brands at Ulta that are launching in a major brick-and-mortar retailer for the first time. Brands chosen for the platform will be highlighted in designated sections throughout Ulta stores and online at ulta.com.