Ulta adds an Instagram-worthy brand

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Ulta adds an Instagram-worthy brand

By Gina Acosta - 10/24/2017

Ulta is giving social-media obsessed beauty fanatics another reason to shop its stores.

The beauty retailer has added Le Mini Macaron, a 1-step, at-home gel manicure line, to over 1,000 Ulta stores nationwide and on Ulta.com. It's the nail brand's first official entry into the U.S. marketplace with a major retailer.

According to its founders, Le Mini Macaron was created to fill a void in the nail care industry: the inaccessibility to affordable, salon quality at-home gel manicure products.

"Our ambition at Le Mini Macaron is to change the way women do nails. Gel has been a revolution for the nail category and we wanted to create a product that can provide both the affordability and convenience that busy women on-the-go need, yet packaged in an exciting, playful and unexpected way," says Christina Kao, Managing Partner of Camelia Beauty, the parent company of the brand. "We believe that gel can be for everyone which is why we wanted to make an at-home kit that is user-friendly, affordable and attractive."

Le Mini Macaron launched internationally through brick and mortar beauty retailers and department stores, most notably Sephora France in over 340 stores, where the macaron-inspired concept of the gel nail kits resonated with the millennial marketplace. The brand continued to take on international steam, with availability in Sephora Middle East, Sephora China, Sephora Spain and luxury department stores in Canada, Switzerland, Italy, Hong Kong and France.

At Ulta, Le Mini Macaron will introduce a complete range of Gel Manicure Kits in a variety of colors along with their new Hand & Finger Masks, to be featured in Ulta's grab-and-go fixture at checkout.

"We are thrilled to be officially introducing Le Mini Macaron into the retail space in the US, and especially to be working with ULTA as our retail partner," said Christina Kao. "Le Mini Macaron is about making gel manicures (traditionally considered a splurge) something that is convenient, affordable, and accessible for everyone. ULTA is the perfect retailer for us because they embody the same spirit – to be inclusive and accessible for all! This launch marks an important step for our company."

Ulta has been widely regarded as one of a few retailers with a winning formula for sales growth. But in August, the stock suffered a sharp pullback after worries about slowing same-store sales.