Ulta Beauty picks up YouTube icon’s beauty line
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Ulta Beauty picks up YouTube icon’s beauty line

If you’re over 30, you may not know who “Zoella” is. But to Millennials, she is one of the world’s biggest stars. She was an early breakout sensation of YouTube, where she remains one of the biggest names on the platform, and has since started blogging, written a book, and launched a line of beauty products.

According to Forbes, Zoella (less-well known as British Millennial Zoe Sugg) is “one of the most influential people of 2017” – and her beauty range is popular both in the UK and stateside. Thanks to Ulta Beauty, it’s just gotten much easier to buy.

Ulta’s share price is up 15% so far this year


SOURCE: Yahoo Finance

Zoella launched her beauty range in 2014 and it became an overnight success. But, until now, it’s only been available at Target. However, her new range – Sweet inspirations – can be found at Ulta Beauty, and it’s likely to be even more popular than her previous products: because now, you can buy Zoella’s products online.

Join 4.5 million people and watch Zoella’s makeup tutorial

Most of the products feature at an affordable price point, and they include a “candy clutch beauty bag” to store makeup in, as well as bath & shower milk, body fondant, body cream, fragranced body mist, and more.

There is a certain synergy in being able to watch a makeup tutorial while ordering the makeup used by the tutor online at the same time. Based on Zoella’s enormous popularity to date, this could be a big deal for Ulta Beauty’s Millenial appeal going forward.


Dominion holds Ulta Beauty in its Global Trends Luxury Fund.

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