Ulta Beauty’s assortment is getting more colorful with the addition of Hynt Beauty.
The clean cosmetics brand has entered 100 doors with its Duet Perfecting Concealer and Aria Pure Lipstick as part of the chain’s Sparked program focused on emerging lines. Online, Hynt’s selection extends beyond its in-store offering to encompass Finale Finishing Powder, Encore Pressed Foundation and Nocturne Mascara. The brand’s Ulta Beauty debut is occurring as the retailer builds its clean beauty collection—Au Naturale, Pacifica and Jane Iredale are other brands in it—and anticipates implementing guidance for customers shopping it.
“Clean beauty continues to be a growing area of interest with our guests. Guests are engaging in a variety of areas within beauty including ingredients, animal testing and sustainable packaging,” said Ulta Beauty CEO Mary Dillon during the company’s fourth quarter earnings call. “While the demand for clean products is strong and growing, the landscape is challenging. Regulation, particularly related to chemicals, doesn’t provide the clarity that guests need or want in this space.”