Yesterday, according to WWD, Dibs Beauty, a makeup brand, is making its retail debut with Ulta Beauty, marking a significant milestone for the company. Founded in 2021 by influencer Courtney Shields, beauty expert Jeff Lee, and Tula Skincare cofounders Ken Landis (also a cofounder of Bobbi Brown Cosmetics) and Dan Reich, Dibs Beauty is set to enter 592 Ulta Beauty stores this month, with its products also available online at the retailer.
The brand, known for its popular $36 blush-and-bronze sticks, has quickly gained a loyal following. It has expanded its product line to include lip liners, body highlight sticks, and baked blushes and bronzers, with prices ranging from $16 to $38. Prior to this retail debut, Dibs raised $2.6 million in an initial funding round, with key investments from L Catterton partners Michael Farello and Jonathan Owsley. In 2023, L Catterton made a significant growth investment in Dibs through its new Elevate Beauty fund, which focuses on early-stage beauty businesses.
Until now, Dibs Beauty has primarily sold its products directly to consumers and through Revolve. With predicted sales of $20 million to $30 million this year, the partnership with Ulta is a strategic move for the brand. Twelve of Dibs’ key products will be available in Ulta stores, while a broader selection of 21 products will launch online at Ulta starting August 26.
