EXCLUSIVE: Lili Reinhart's Skin Care Brand Personal Day Set to Enter Ulta Beauty, Marking Its Inaugural Move Into Retail
Starting Sunday, the acne-safe skin care brand, best known for its TikTok-viral Unplug Blackhead-Melting Nose Strips, will be sold in about 700 Ulta Beauty doors, plus an additional 104 front-of-store towers under the retailer's Sparked program. This milestone comes just 10 months after the brand initially launched in October 2024, operating direct-to-consumer with just five skus under $40.
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'We want people to be in stores, to go in and be able to touch and feel our products,' Reinhart, 28, told WWD over a video call. 'Ulta Beauty is very accessible to a lot of people, and it feels also very approachable. It kind of feels like, 'Come one, come all,' in those stores. And so, we felt like Ulta Beauty was the right move for us.'
Founded on the mission of providing consumers dermatologist-tested products to help manage and soothe breakouts on acne-prone skin, Personal Day infuses ingredients such as mevalonic acid, azelaic acid, zinc hyaluronate, rice powder, niacinamide and chlorophyll into its specialized products, including Trust Me on This Hypochlorus Acid Spray, Emotional Support Lip Balm and Full Clarity Cleansing Powder.
Reinhart's foray into beauty was inspired by her robust acne journey, which led her to go on Accutane twice.
'I've had acne since I was 12, but I'm also such a huge product lover, and I love makeup. I think a lot of times, people with sensitive or acne prone skin feel very left out, or we think we can use these products, and then it makes us break out. So, to me, there's been a gap in the industry there,' Reinhart said. 'I wanted to create a brand that was completely acne safe and provide acne safe alternatives for really popular products that everyone wants or needs to use in their skin care routine, but also to provide innovative, cool and exciting formulas that can help keep your skin clear.'
These formulas and the story behind Personal Day are what Shelagh Wong, CEO and cofounder of Personal Day, believes set the brand apart from not only other celebrity beauty businesses, but also other skin care products available on the market.
'We're coming into a world where everyone's sick of celebrity brands, right? Our goal is to make it so that she is, yes, a celebrity, but that's not why this brand exists. Reinhart happens to be famous, but her story is real,' Wong said.
Customers have seemingly resonated with Reinhart's experience and the products she and Wong have put out. In May, the brand saw a monthly net sales growth of 73 percent from April and a 779 percent jump from January. Four skus — Emotional Support Lip Balm, Trust Me On This Hypochlorous Acid Spray, Unplug Blackhead Melting Nose Strips and Everybody Stay Calm Recovery Mask — sold out in May and June, while 9,000 units, which was the entire inventory, of just the Unplug Blackhead Melting Nose Strips were sold in 26 days.
Like the consumers, Ulta Beauty has been impressed with Personal Day's accelerated growth and product development in the last 10 months.
'At Ulta Beauty, we're committed to discovering and elevating the best in emerging beauty. Personal Day is a standout — bringing together dermatologist-developed formulas, breakthrough innovation, and a refreshingly real approach to acne care. With proven momentum and viral buzz, we're excited to help even more guests discover the brand and feel confident in their skin, only at Ulta Beauty,' Lisa Tamburello, vice president of skincare merchandising at Ulta Beauty, told WWD.
For Personal Day, Ulta Beauty felt like the obvious choice for its inaugural move into retail, considering its stores were central to the locations where the majority of its consumer sales were coming from. In analyzing the company's consumer data, Wong and Reinhart both recognized that the majority of its consumers were from rural areas. 'That's where Ulta Beauty really came in. When we looked at the store locations and we mapped it to where our consumers are, we were like, 'This is where we can meet them where they're at,'' Reinhart said.
'To have something in a store is just special,' she continued. 'When we're used to ordering everything online, being able to go touch something in person and have a shopping in-store experience is exciting. I'm just super happy that we get to have that experience.'
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