Yesterday, beginning January 1, Tatcha’s core lineup of hero products will be available online at Ulta Beauty. Tatcha, the luxury skincare brand founded by Vicky Tsai in 2009 and acquired by Unilever Prestige in 2019, is taking a significant step to broaden its U.S. presence. Alongside an expanded assortment, it marked the brand’s latest move to solidify its domestic footprint while continuing its global growth.
The decision to partner with Ulta aligns with Tatcha’s overarching goal to become an iconic global brand. “Awareness has continued to grow worldwide, and Tatcha is available in over 19 countries,” said Mary Yee, Tatcha’s CEO. “This is an opportunity for us to have as many people experience the purpose and the impact of the brand.”
Tatcha joins a growing list of brands, including Charlotte Tilbury and Sol de Janeiro, that have expanded into Ulta following successful launches at Sephora. Yee emphasized the partnership’s potential to attract new customers, foster product discovery, and better serve the brand’s loyal fan base through enhanced retail experiences.
“One of our DNA pillars is around building blissful connections and linking skin to mind,” noted Nicole Frusci, Tatcha’s chief marketing officer. The collaboration reflects Tatcha’s dedication to promoting mindfulness and intentionality in skincare rituals, which resonate deeply with Ulta’s customer base.
Marketing efforts will emphasize community building, with Frusci hinting at both online and offline initiatives, including events designed to foster one-on-one connections. “We’ve done more community building in the last six months, and that continues to be at the core of what we’ll be doing in 2025,” she added.
Ulta Beauty executives are equally enthusiastic. Penny Coy, senior vice president of merchandising at Ulta, remarked, “Our beauty enthusiasts are highly engaged with the skin category, and as they continue to use their routines as a form of self-care, there is no better time than now to welcome a brand like Tatcha that celebrates joy, mindfulness, and well-being.”
