As of March 13, Treslúce Beauty, a Latinx-founded beauty brand, will be available at Ulta Beauty, the nation's largest beauty retailer, online at Ulta.com and in 351 stores. Treslúce Beauty's high-performance, clean, vegan formulations celebrate, celebrate and support Latinx heritage with a mission to inspire beauty enthusiasts to embrace their creative side. The brand was founded by global superstar Becky G, a second-generation Mexican-American devoted to shining a light on her humble beginnings and Latinx identity.
“We are overjoyed to welcome Treslúce Beauty to the Ulta Beauty family,” said Marcia Salcedo, senior vice president of merchandising, Ulta Beauty. “As we continue to bring culturally relevant, trend-forward brands in our assortment, we are confident our guests will embrace these products’ unique and vegan ingredients as well as its deep, meaningful heritage.”
Image Credit: Treslúce Beauty
What's Driving This Trend
- Latinx-focused Beauty
- Opportunity to disrupt the beauty industry by creating beauty brands that celebrate and support underrepresented cultures and ethnicities.
- Vegan Beauty
- Opportunity to develop innovative formulations using only plant-based, cruelty-free ingredients and appeal to environmentally-conscious consumers.
- Celebrity Beauty Brands
- Opportunity to leverage the influence and fan following of celebrities to build successful beauty brands.
Who This Affects Most
- Beauty Retail
- Opportunity for beauty retailers to expand their offerings and attract new customers by featuring culturally diverse and ethical beauty brands.
- Celebrities
- Opportunity for celebrities to monetize their influence by venturing into the beauty industry and offering products that resonate with their fans.
- Latinx Heritage Brands
- Opportunity for Latinx entrepreneurs to create beauty brands that celebrate and support their heritage and culture, and contribute to greater diversity and inclusion in the beauty industry.
