THE WHAT? Olaplex has announced the expansion of its distribution with Ulta Beauty. Building on the hair care brand’s success in Ulta Beauty salons, Olaplex’s retail products will be stocked in store and on Ulta’s website from January, 2022.
THE DETAILS The expansion was reflected in the brand’s previously disclosed fiscal 2021 guidance, published in November.
“We are thrilled to expand our successful salon partnership with the introduction of our innovative, bond-building prestige haircare retail product offering at Ulta Beauty,” said JuE Wong, Olaplex President and CEO. “Guests visiting Ulta Beauty salons have experienced the benefits of Olaplex. And, as we launch in January, they will find our products for purchase at the front of the store allowing them to achieve their hair goals with each home use. This expansion complements our current specialty retail presence, further advancing our positioning as a leader in hair care. We believe this represents another indication of the strong momentum we have as we enter 2022.”
THE WHY? Monica Arnaudo, Chief Merchandising Officer, Ulta Beauty, adds, “We are thrilled to extend our partnership and introduce even more guests to Olaplex with this exciting announcement. Staying close to our guest is paramount and we’ve heard their desire for more Olaplex products. The brand has already had a tremendously positive impact in our salon offerings, and we cannot wait to see that passion grow as we launch the products within our assortment in every Ulta Beauty store across the country and online.”