Dior Beauty has launched in Ulta Beauty.
In a game for Generation Z and high-spending shoppers, Ulta has introduced Dior Beauty in 200 doors, focusing on lip color cosmetics.
Ulta hopes the Dior assortment will tap into consumer interest in makeup, which Maria Salcedo, senior vice president of merchandising, said is returning to pre-pandemic levels.
“Our cosmetics category has continued to strengthen, and there is really strong momentum in the category as a whole, now reaching pre-pandemic levels,” he said. “Seventy percent of our beauty enthusiasts stick to their beauty routines and talk specifically about makeup, using those products four or more times per week.”
Dior-Ulta’s offering includes Gen Z favorites, including TikTok’s viral Lip Glow Oil, as well as Lip Maximizer, with an expanded assortment online. In stores, the line will be sold separately from Dior fragrances, which Ulta already offers.
“Dior is a brand that is making significant strides and having a lot of success with the Gen Z consumer. It really is about excitement and innovation and connecting with Gen Z on their own terms. We provide discovery, and the environment reflects the consumption of cosmetics and beauty at all price levels,” said Salcedo.
Dior’s makeup business grew at twice the rate of the industry as a whole in 2022, and top products like Rosy Glow Blush, $39, and Lip Glow Oil, $38, have viral status on TikTok.
Luxury price points are attracting the interest of younger consumers, Salcedo said. “Generation Z has shown a greater propensity for luxury. From the qualitative research, we have seen that their luxury purchase intent has continued to grow and is higher than other cohorts,” Salcedo said.
Although interest in makeup reflects pre-pandemic shopping behaviors, Salcedo said the drivers are markedly different, with Gen Z shoppers having what she called a “healthier” relationship with the category.
“Cosmetics is not just performative or superficial, it’s about self-expression,” she said. “It’s a tool [for Gen Z] to celebrate your individuality and uniqueness. Obviously Dior is resonating with consumers and guests,” he continued.
The move also follows an exclusive partnership between Ulta and Chanel, which maintains Chanel’s exclusive retailer No.1, a multi-category franchise launched in 2022.
Salcedo said Ulta’s reach makes it an attractive offer for luxury gamers looking for new buyers. “The way we can partner and deliver is with our 1,300 stores, online and 39 million guests in our loyalty program,” he said. “We know that our guests want these brands, and our expectation is that it will be a new guest for the brands.”