Camille Rose, one of the largest Black-owned haircare brands in the US, is no stranger to mass retail partnerships: Target, Sally Beauty, CVS. But to mark its tenth year in business, Camille Rose scored its most prestigious retailer yet—Ulta, in a deal spanning all US stores and online.
Worth the wait: “Ulta will heighten our awareness and provide a different consumer, one who may be more ingrained in the beauty experience,” Camille Rose founder Janell Stephens told Retail Brew.
The feeling was mutual. After Camille Rose became the most-requested new brand from Ulta shoppers, the retailer reached out to partner with Stephens last December.
New context: In February, Ulta said it would commit $25 million to diversity and inclusion at its stores, including doubling its number of Black-owned brands.
But scaling new brands doesn't stop at shelf space: Ulta is supplying Camille Rose with extra resources to alert shoppers of its latest launch.
- Camille Rose is receiving primary placement in stores (end caps and display tables) and a full-page ad in Ulta’s circular.
- “These types of perks for a brand my size are often unheard of,” Stephens told us.
The takeaway: Stephens said these educational efforts “set the tone” for other small, Black-owned businesses to receive extra support once a retail partnership is in place. — HL
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