Dive Brief:
- Expanding its reach, Jennifer Aniston’s DTC hair care brand, LolaVie, has launched at Ulta Beauty, according to a press release.
- The move marks the plant-based brand’s first wholesale partnership and its first foray into brick-and-mortar retail.
- LolaVie, which was founded in 2021, will be sold in all Ulta Beauty stores and on the retailer’s website. The beauty retailer has over 1,350 stores nationwide.
Dive Insight:
Aniston, who oversees product development, marketing and other areas of the business, showed her support for the Ulta Beauty launch on Instagram.
A short video shows her visiting one of the stores to get a peek at the merchandise and leaving with a bag full of the hair care products. In two days, the video had been liked by over half a million people on Aniston’s page where she has over 42 million followers.
Since its inception two years ago, LolaVie has been intentional in introducing one hair care product at a time. The first product was the Glossing Detangler, which came out in September 2021. The collection now includes the Perfecting Leave-In, Lightweight Hair Oil, Restorative Shampoo and Restorative Conditioner.
"The idea for LolaVie started years ago," Aniston said in a statement. "The brand's success has exceeded my wildest expectations!"
Ulta Beauty, which caters to both mass and prestige brands, recently announced a different store layout for new stores, which includes a dedicated space for new brands called “Cue the New.” It also created a platform in 2019 for DTC brands called Sparked.
"I'm delighted to welcome LolaVie to our assortment and can't wait for new and existing guests to discover Jennifer's thoughtfully created award-winning products at Ulta Beauty," Monica Arnaudo, chief merchandising officer at Ulta Beauty, said in a statement. "With beauty enthusiasts continuing to prioritize their personal values, we're proud to exclusively offer a brand that aligns so seamlessly with conscious-minded consumers.”
The launch of LolaVie into wholesale follows an ongoing pattern of DTC brands making the move to complement their distribution as they seek additional customers. Just this year, DTC brands Golde, Beautycounter and Odele have launched at Ulta Beauty.
According to Ulta Beauty’s website, the retailer carries over 25,000 products from more than 600 brands. Ulta’s net sales exceeded $10 billion in 2022, an increase of 18.3% year over year.
