Loli Beauty launches at Ulta

By

Robin Driver

Published
Mar 21, 2021

Previously only available direct-to-consumer, zero-waste, cruelty-free beauty brand Loli Beauty has chosen to make its retail debut with the U.S.’s largest cosmetics seller, Ulta Beauty.

 
Loli’s entire beauty line is now available on the Ulta website, with select products also appearing in 360 of the retailer’s brick-and-mortar locations.
 
The brand’s offering includes bestsellers such as Plum Elixir Face + Hair Serum, Date Nut Brûlée 3-in-1 Miracle Balm, and Purple Corn Grains Polishing Scrub, as well as Arnica Elderberry Jelly Organic All Day Maskne + Spot Rescue, which was developed exclusively for Loli’s Ulta launch.

Prices range from $12 for a Grape Hand Tonic Organic 75%+ Alcohol Hand Purifier to $68 for a Plum Elixir or a Chia Carrot Brûlée Organic Revitalizing All-Over Balm. The new Arnica Elderberry Jelly is priced at $28.
 
Loli prides itself on its eco-credentials, and its products, which are vegan, waterless and organic, are presented in food-grade glass jars and bottles that can be reused for food storage. The company’s direct-to-consumer business also uses compostable labels, bags and boxes.
 
As revealed by brand founder Tina Hedges in an interview with WWD, the logistics of maintaining Loli’s zero-waste philosophy was one of the biggest obstacles to launching the brand in stores, “where your secondary packaging is so crucial to telling your story and messaging.”
 
However, the brand has been able to launch at Ulta while still staying true to its principles thanks to its discovery of a company that creates mushroom-based packaging, as well as a business that upcycles hemp fiber into paper.
 
According to Hedges, who founded Loli in 2016, the brand’s decision to expand into wholesale comes after a year of extraordinary growth at the company, whose turnover shot up 1,000% in 2019.