Ulta Just Made It So Much Easier To Discover Indie Beauty Brands

The inaugural brands selected for the initiative include UOMA Beauty, Elcie, ZOEVA, and Love Wellness. UOMA Beauty hit Ulta shelves this past April with a unique foundation offering, and founder Sharon Chuter is thrilled about the opportunity. “This initiative is giving us a platform that we wouldn’t normally have,” Chuter tells R29. “I’m three months into the market, and I’m having my first major exposure through this program.”