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RMS Beauty Expands Its Reach with Ulta Launch
RMS Beauty, the clean beauty brand founded by makeup artist Rose-Marie Swift, has recently made a significant move into the retail space by partnering with Ulta Beauty. After successfully launching its lip oils on Ulta's website last October, the brand has now rolled out its products to 200 Ulta locations across the country. This rollout includes an impressive selection of over 30 offerings and 120 stock keeping units spanning both makeup and skincare, marking a pivotal moment for RMS Beauty and its CEO, David Olsen.
The product lineup is expected to attract a diverse range of consumers, featuring top-sellers like the $49 SunCoverup Super Tint, the $35 Revitalize Hydra Concealer, and the beloved $40 Living Luminizer highlighter cream. Such an expansion is not only a business milestone but also a personal achievement for Olsen, who stated, "This is probably the proudest achievement in my entire career." His leadership following the brand's acquisition by Highlander Partners in 2021 has led to a remarkable growth of 500%.
Challenges and Strategic Changes in Retail Partnerships
RMS Beauty's journey to success didn't come without challenges. According to Olsen, the brand was at a crossroads when Highlander invested, especially after exiting a major partnership with Sephora. Previously, RMS began its relationship with Sephora by launching online in 2016 and even expanded into physical stores shortly afterward. However, Olsen's focus has shifted toward solidifying existing partnerships and refining the business structure before venturing into new retail relationships like with Ulta.
He emphasized the importance of strengthening ties with existing partners, which include Bluemercury and Credo Beauty. With the pressure of Sephora's distribution lifted, RMS has seen its direct-to-consumer sales soar, with Olsen noting the brand is now aiming for a balanced revenue split between direct sales and retail.
Building a Team for Growth
One of the crucial steps in RMS's strategy for sustainable growth has been expanding its team. Since Olsen's arrival, the company has doubled its workforce and brought its field operations in-house. With the recent addition of Brittany Bruce as the global director of sales and education, the brand is reinforcing its educational and promotional strategies alongside its product launches.
The entire team has undergone extensive training, including weekly sessions with Rose-Marie Swift herself, ensuring everyone is aligned with her vision for the brand. This dedication to training and alignment has translated into stronger sales performance at existing retailers like Bluemercury and Credo. Such teamwork illustrates RMS’s commitment to not only delivering high-quality products but also ensuring a comprehensive understanding of the brand across its distribution channels.
What’s Next for RMS Beauty?
Looking ahead, RMS Beauty is poised to leave a substantial mark in the clean beauty sector with its Ulta partnership. The brand's plans include launching new products that resonate with the conscious consumer market. Industry expectations project that RMS could reach between $60 million to $80 million in sales by 2024 — a testament to the growing demand for clean and effective beauty solutions.
As conscious consumers increasingly seek transparency and sustainability in their beauty choices, RMS Beauty's commitment to clean ingredients and ethical practices is bound to echo positively in the marketplace. This expansion not only amplifies the brand's visibility but also aligns with a larger trend towards mindful consumption in the beauty industry.
Join the Clean Beauty Movement
For those invested in exploring clean beauty options that are effective and ethically sourced, RMS Beauty's new offerings at Ulta present a fantastic opportunity. Whether you’re familiar with their best-sellers or are looking to try something new, visiting your local Ulta can provide you with the chance to discover cosmetics that prioritize both performance and sustainability. As awareness about clean beauty grows, being part of this movement doesn’t just elevate your makeup drawer; it also supports a healthier planet.
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