The beauty industry is a changing one.
Ulta announced a major overhaul of its makeup and skincare offerings, and it will be expanding into more categories, including salon and beauty services.article In a statement, Ulta said it has “a new mission: to create and enhance a culture of personal style and elegance for women of all ages and shapes.”
The company’s new product line, “Ulta Beauty” will focus on products that are “a light and easy-to-use foundation that will make your skin look radiant,” said the statement.
It will have an array of makeup products that come in a wide range of colors, shades and textures, including matte and shimmery lip products, as well as skin care products that can be applied with a lip brush or other tools.
The new Ulta beauty lines will include “Ultahair,” a “shimmering, radiant-softening and nourishing foundation” and “Ultani,” which will “recover the natural beauty that made you smile when you first met us.”
The new line will also include a makeup and hair care line called “Ladies” which will include three “beauty essentials,” as well a “natural” facial powder line and “nourishing hair products.”
The new line is the company’s latest attempt to broaden its offerings.
Last month, it said it was investing $5 billion to build its brands and expand its reach, including expanding its website and social media.
The company said it would also be investing $3 billion in new products to bring its products into more people’s lives.
“We are thrilled to be joining the ever-growing beauty industry, where beauty has always been a cornerstone of our mission to create a safe, enjoyable and enriching experience for all our customers,” said Laila Takeda, a spokeswoman for Ulta, in the statement last month.
This will be the first time Ulta has opened its own beauty boutique, the beauty studio, and will open up its own salon and cosmetic products.
Ultai has had beauty studios in other countries, but the company said its new U.S. operations will be its first in the U.K. The studio will have a total of 20,000 square feet, according to the company.
The salon will be located in the West End of London.