THE WHAT? Ulta Beauty is collaborating with beauty magazine Allure and bringing a curated selection of 25,000 products to its online and bricks & mortar stores, according to a report by Vogue. 

THE DETAILS The partnership will run until September and marks the first time a Condé Nast-owned title is partnering with a retailer.

Brands will include Fenty Beauty, Tula, The Ordinary, Morphe and Beekman 1802, amongst others, with purchases made in Allure accounting towards Ulta reward points. 

THE WHY? The collaboration will expand Allure’s retail selection, while offering Ulta the chance to get in front of a new audience. 

Ulta Beauty’s Senior Vice President of Merchandising Maria Salcedo told Vogue Business, “The partnership represents a unique retail collaboration that merges beauty authority from two industry leaders in an innovative way.

“We see this as an opportunity to ignite curiosity and fuel beauty discovery across our unparalleled assortment among a highly engaged beauty community, as well as engage with those who may not be aware of the brands and experiences we offer.”