Made by Mitchell is setting up shop in the US via a new retail partnership with beauty giant Ulta Beauty.
The British colour cosmetics brand, founded by make-up artist Mitchell Halliday, has launched with the US beauty retailer online and in-store, with a physical presence in around 700 Ulta Beauty locations.
The news marks the UK make-up brand’s first in-person presence in the US, having previously only been available to purchase through TikTok Shop.
“This has been a really long time coming,” Halliday told Cosmetics Business in an exclusive interview about the launch.
“It has been probably five years since I actually dreamt this would happen, but over 18 months now, rigorously trying to get it through the gate.”
Launching a brand in Ulta Beauty is no small feat – especially when launching from the other side of the Atlantic – but Halliday’s small but mighty team helped ensure a smooth process.
“We have got a very, very small team, and a job like Ulta [Beauty] is not a small job,” said Halliday.
“The fact that we [have] been able to pull it off and succeed in such an amazing way just feels very validating to the journey that we have been on for the past 18 months.”
Made by Mitchell x Ulta Beauty: A brand match made in heaven
The right retail partner can make or break a brand’s launch in new territories, but for Halliday, there was no doubt about Ulta Beauty being the perfect platform to partner with.
“It just feels so right,” he shared.
“Ulta [Beauty], as a retail partner, feels [like] the exact kind of partner that I would hope for in the States.
“A lot of people have asked me, ‘why not another retailer?’, but the Made by Mitchell ethos just fits so well with Ulta’s.”
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