Starting the year with a major announcement is Aussie skincare brand Ultraceuticals. While local salon owners swear by the cosmeceuticals brand, an American audience is set to discover the likes of its Ultra Protective Antioxidant Complex and the Ultra A Skin Perfecting Serum for themselves.
While the plan was to launch into the US market in 2020, the global pandemic shelved those plans temporarily.
“The US market was really interesting strategically to us for many reasons,” Karen Wilkin-Donachie, CEO, told WWD. “It’s very attractive size-wise. It’s also very competitive. TO some degree now, the space is crowded with a lot of choice. But where we saw opportunity was the gap in very few brands, if any, serving the professional skin channels with a strong focus in commitment.”
The brand will be sold through professional retail channels, as well as directly to the consumer through ultraceuticalsus.com. At the time of going to press, Ultraceuticals has signed on three US distributors, with plans to have four more by mid-year. The brand projects to be present in 150 US locations by the end of this year.
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