Deciem partners with Ulta for Ordinary foundation launch – Global Cosmetics News

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THE WHAT? Ulta has become the first US retailer to stock The Ordinary Colours cult foundation range, according to a report published by WWD.

THE DETAILS The make-up line, which boasted a considerable 75,000-strong waitlist on launch and has sold 3.2 million units to date, is split into Serum and Coverage with both spanning 21 shades.

The Deciem-owned brand is hoping that its reputation for transparency and skin care-led offer will help it buck the trend as color cosmetics sales continue to fall.

THE WHY? “It was a natural next step to introduce our Colour formulations with a partner that spans a beauty offering for all, led by accessibility,” Nicola Kilner, Deciem CEO told WWD.

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