Ulta Board Member Dennis Keith Eck has sold 9.3 percent of his stake in the company in the wake of Ulta’s collaboration with Kylie Jenner and her Kylie Cosmetics range, a sale that has earned Eck $10.1 million.

Following the announcement by CEO Mary Dillon on 30 August of the exclusive partnership between the retailer and Jenner, sales of Ulta rose 14 percent. This resulted in Eck’s sale of 35,000 shares at an average price of $287, according to filing with the U.S. Securities & Exchange Commission.

Eck now holds 340,294 shares in the retailer, equating to 0.57 percent of the company.