There are only so many 5-star reviews you can read before your eyes glaze over, or real estate on your arm to swatch what feels like your 500th nude lipstick. But with new products hitting shelves every single day, how is a beauty enthusiast supposed to know what lives up to the hype? Ulta has an idea.

The beauty retailer just announced its SPARKED program, a new initiative that will make it easier for consumers to learn about standout up-and-coming brands spanning the hair, skin-care, and makeup categories. “Helping build up brands is something Ulta Beauty has been doing since the very beginning,” says Shelley Haus, Senior Vice President Brand Marketing at Ulta Beauty. “The introduction of SPARKED at Ulta Beauty is our way of taking our expertise in identifying beauty success stories to the next level.”

Here’s how the program works: A dedicated team at Ulta will select a number of brands to be entered into an acceleration program. In addition to mentorship and support from Ulta, these brands will also be highlighted on the SPARKED tab of Ulta’s website, as well as in-store with a special display starting September 22. The brands will keep their standard …read more

Source:: Refinery29


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