BTC Exclusive: amika to be Available In-Store & Online at Ulta Beauty
amika is heading to Ulta Beauty, marking its biggest retail launch yet and its first new brick-and-mortar partnership in over a decade. As of December 1, the Brooklyn-born brand will be available in 1,500+ Ulta stores and online, expanding its reach from salon favorite to omnichannel leader.
Ulta guests will find amika’s top sellers, including perk up dry shampoo, soulfood nourishing mask, and new frizz-me-not and forget frizz launches. amika-lovers can also lookout for exclusive Ulta sets that feature the brand’s bestsellers.
For amika’s CEO Chelsea Riggs, Ulta was the clear choice. “We’ve been thoughtful about expanding our retail footprint in a way that meets our community where they are,” she says. “Ulta has an incredibly loyal customer base and a strong reputation for championing brands that combine performance with purpose.”
Chelsea adds that the partnership will “bring amika’s salon-powered performance and fearless creativity to more guests while deepening our connection to the stylist community.” With Ulta’s network of 8,000+ licensed professionals, the brand aims to make professional haircare more accessible than ever.
Related: amika Welcomes Nilofer Vahora as Chief Marketing Officer.
“Ulta has more than 8,000 licensed professionals across the [U.S.], each creating meaningful connections with guests behind the chair every day. We’re amplifying our professional foundation by partnering with Ulta’s nationwide salon network to make amika’s salon-quality performance accessible to more stylists and guests than ever before,” shares amika’s Chief Marketing Officer Nilofer Vahora. “Through education, in-salon activations and dedicated brand moments, we’re empowering Ulta stylists to experience and share the amika difference firsthand. At the heart of this partnership is our shared belief that all hair and all stylists are welcome.“
When it comes to Ulta championing amika’s brand, Nilofer says that every in-store detail “feels unmistakably amika”—from bold colors and playful patterns to messaging that celebrates all hair. “Our education-first approach ensures Ulta stylists and guests alike understand our salon-grade performance, clean innovation and joyful self-expression,” she says.
For more information, visit ultabeauty.com.
Next Up: Amika Goes Back to Its Roots With a New Campaign Celebrating Stylists.
