Odele expands retail distribution with Ulta Beauty
Odele, a women-owned and operated hair care brand, is expanding its retail distribution.
The beauty brand’s products are now available at more than 1,300 Ulta Beauty stores across the nation and online.
Joining the Conscious Beauty at Ulta lineup, Odele was created by Lindsay Holden, Britta Chatterjee and Shannon Kearney with the mission of uncomplicating and democratizing the beauty space with EU formula-compliant clean, premium and inclusive products.
[Read more: Odele’s Moisture Mask looks to hydrate tresses]
“We set out to be all the things for the consumer: Gender neutral, dermatologist and pediatrician tested, cruelty free, boasting a 100% natural fragrance,” co-founder Lindsay Holden said. “We have a passion for delivering an elevated, inclusive experience and premium performance at an accessible price point, and we are thrilled to showcase Odele on the shelves of Ulta Beauty, the pinnacle for all things beauty.”
Odele’s range of products, which are formulated by hair type and texture, are vegan, dermatologist- and pediatrician-tested, Leaping Bunny certified and formulated without SLS or SLES sulfates, are also free of formaldehyde, phthalates, parabens, synthetic fragrances or any of the 1,300+ cosmetic ingredients banned by the European Union, the company said.
“We’ve streamlined the process of hair care and designed and developed products that addressed the biggest needs of shoppers, and we can’t wait for Ulta Beauty guests to discover – and share – Odele,” Chatterjee said.
Ulta Beauty will carry 11 of the brand’s hair care essentials, including the Volumizing Regimen, Smoothing Regimen, Moisture Repair Regimen, as well as five Stylers — Air Dry Styler, Dry Shampoo, Clarifying Shampoo, Leave-in Conditioner, Texturizing Sea Salt Spray.
[Read more: Beauty’s changing needs: Hair care brands step up to address aging hair and scalp concerns]
“We're thrilled to welcome Odele to Ulta Beauty’s hair care assortment,” said Jessica Phillips, vice president of merchandising at Ulta Beauty. “With conscious beauty at its core, Odele’s expansion into Ulta Beauty makes it even easier for guests to access clean, cruelty free, vegan, sustainably packaged products that not only make a positive impact on hair, but the planet too, all at an approachable price.”