How Beauty Brands Get Into Sephora or Ulta

The beauty market has become increasingly competitive over the years. It feels like every month a new “clean” skincare brand is gearing up to hit the shelves. But have you ever wondered what it actually takes for an independently owned skincare or makeup brand to land a deal with retailers like Sephora or Ulta?

It’s not luck, and it’s definitely not chance. It all comes down to value.

Before a retailer considers bringing a brand into their assortment, they look for several key elements that prove the brand is ready, reliable, and capable of performing well.

What Retailers Typically Look For.

1. A Proven Sales History

Retailers want reassurance that your product has traction. Whether through your own website, Amazon, or smaller retail partners, consistent sales signal that customers are already responding to your brand. Retailers rarely gamble on untested products. They want evidence.

2. A Unique Brand Identity

With shelves full of similar claims and aesthetics, Sephora and Ulta seek brands that stand out. This could be a fresh ingredient story, a strong founder narrative, or a disruptive visual identity. If your brand blends in, it’s harder for buyers to justify giving it space.

3. A Cohesive Product Line

You don’t need 20 SKUs, but you do need a lineup that makes sense. A hero product supported by complementary items shows retailers you’re intentional and strategic. It also helps customers understand your brand at first glance.

4. A Strong Community

In today’s landscape, community is everything. Retailers look at engagement, not just follower count. Are people talking about your products? Are influencers or editors mentioning them? Is there genuine excitement behind your brand? A loyal community signals staying power.

Beyond the Basics. What Really Sets Brands Apart.

Operational Readiness

This is where many small brands fall short. Retailers need to know you can fulfill large orders, maintain consistent quality, and scale without compromising production. If you can’t meet demand, they can’t carry your brand — no matter how good the product is.

Compliance & Clean Certification

For retailers with strict clean or safe-beauty standards, brands must meet specific ingredient and packaging requirements. Proper documentation, testing, and compliant labeling are essential before a buyer even considers onboarding.

Marketing + PR Momentum

Sephora and Ulta expect brands to drive awareness, not rely solely on in-store traffic. Strong PR, influencer partnerships, earned media, and viral moments all help retailers feel confident that your brand will move.
If people are already talking about you, retailers want to be part of that conversation.

The Pitch or Discovery

Some brands get in by applying through retailer portals. Others get discovered because they’re generating buzz. When your brand’s story, performance, and visibility align, retailers often reach out first.

The Bottom Line

Getting into Sephora or Ulta isn’t about being the loudest or the luckiest. It’s about showing undeniable value. When you pair a strong product with a strong brand foundation and real community traction, retailers see your potential long before you walk into the meeting.

Let’s Elevate Your Brand.

If you’re a beauty, fashion, or lifestyle brand preparing for retail opportunities, I can help you build your visibility, strengthen your brand story, and position your business to attract the right buyers.

Ready to become retail-ready? Connect with me and let’s elevate your brand.