L’ange’s styler, brush dryer expand distribution to Ulta Beauty

L’ange Hair products are expanding their distribution channels.

The Los Angeles-based company recently shared that two of its products — Le Duo 360 Air Flow Styler and Le Volume 2-in-1 Volumizing Brush Dryer — will be available on-shelf at all Ulta Beauty locations nationwide.

“We performed some significant demographic analysis and there is a lot of overlap between our target customer and Ulta’s,” Andrea Marshall, director of retail for L’ange said. “Giving those customers the accessibility to be able to test our products in the store allows us to elevate customer experience with our brand.”

Previously, the direct-to-consumer company sold its products through an online partnership with the beauty retailer.

“We did some test runs on their online platform and it proved successful on both sides,” David Gabay, CMO for L’ange said. “Often times, Ulta will test brands only in select stores, but it is a testament to their faith in us as a brand to launch in all stores and it is indicative of their support in our partnership with them. The goal is to leverage our community and digital capabilities to create an online to offline behavior by driving foot traffic to their stores.”