Ulta makes eyes at men’s grooming market; Oars + Alps hits shelves

Ulta makes eyes at men’s grooming market; Oars + Alps hits shelves

Ulta is getting serious about men’s grooming, adding yet another niche men’s skin care line to the mix – its third in the space of just a few months, according to a report published by Glossy.

Oars + Alps will join House 99 and Baxter of California in the US retailer’s men’s section – representing the brand’s first foray into physical retail – previously it has been sold via its own website in the main with set products available on Amazon.

“Men’s grooming products have been part of our assortment for a number of years, and interest continues to grow thanks to emerging brands making the category more accessible and more mainstream,” Paul Desiderioscioli, VP of Merchandising at UltA Beauty, told Glossy. “Products made specifically for men’s needs have expanded well beyond shaving products to hair care and skin care regimens.”

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