Deciem partners with Ulta for Ordinary foundation launch

Deciem partners with Ulta for Ordinary foundation launch

THE WHAT? Ulta has become the first US retailer to stock The Ordinary Colours cult foundation range, according to a report published by WWD.

THE DETAILS The make-up line, which boasted a considerable 75,000-strong waitlist on launch and has sold 3.2 million units to date, is split into Serum and Coverage with both spanning 21 shades.

The Deciem-owned brand is hoping that its reputation for transparency and skin care-led offer will help it buck the trend as color cosmetics sales continue to fall.

THE WHY? “It was a natural next step to introduce our Colour formulations with a partner that spans a beauty offering for all, led by accessibility,” Nicola Kilner, Deciem CEO told WWD.

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