Dive Brief:
- Beauty brand Youthforia is building out its retail presence nationally and online through an expanded partnership with Ulta Beauty.
- The brand’s Date Night Skin Tint Serum Foundation is now in 525 Ulta stores, while its BYO Blush is in all of the beauty retailer’s locations, according to details sent to Retail Dive.
- The expansion builds on an existing partnership with Ulta Beauty: Youthforia first launched at Ulta in 2022. The Ulta store expansion takes the products from a half shelf to a full endcap and inline, with four to five shelves. The brand said it has plans to expand further in 2024.
Dive Insight:
The expansion comes as Youthforia seeks to reach more consumers where they shop and grow its wholesale business. The brand, which launched in 2021, currently sells online on its own website, Ulta.com, Revolve, Sokoglam, Thirteen Lune and Amazon, and in store at Ulta Beauty and Credo Beauty.
“In 2023, we were evenly split between our top 3 channels (Ulta, Amazon, and DTC),” Fiona Co Chan, Youthforia founder and CEO, said in an email. “We expect our retail channel sales to increase as we expand distribution. Our business has increased from being in Ulta and Credo Beauty because it gives the customer an opportunity to try the products in person.”
The move marks a significant expansion to Youthforia's distribution, with its foundation product now available in well over 500 locations from 53 stores before, according to the company.
Youthforia experienced sales growth of 200% in 2023 compared to previous years, primarily as a result of its BYO color changing blush going viral on TikTok. Sales of the blush tripled from 2022 to 2023.
Youthforia said it gained over 20 million views on TikTok after its pitch on Shark Tank, which further boosted sales volume. The $400,000 investment for 8% equity was Mark Cuban’s first makeup deal.
Youthforia, which is based in the U.S., was Ulta’s first East Asian makeup brand, according to the company. It markets its products as the first foundation you can sleep in.
Youthforia deepening its wholesale ties also comes as other brands, particularly in beauty, form similar deals to expand their reach. Fragrance brand Snif last year entered physical retail through a partnership with Ulta, while skin care brand Dieux last month formed its first wholesale partnership in Sephora.
