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The retail debut will feature a curated assortment of its best-selling products.
August 5, 2025
By: Melissa Meisel
RMS Beauty, a clean beauty brand founded by celebrity makeup artist Rose-Marie Swift, has expanded into 200 Ulta Beauty stores across the US.
The expansion marks a “major retail milestone” for the brand, which has built a loyal following for its high-performance, skin-loving formulas, officials said.
RMS Beauty’s retail debut at Ulta will feature a curated assortment of its best-selling products, including the brand’s largest launch of the year, the new Revitalize Hydra Concealer. In addition, the brand’s products will continue to be available on Ulta.com, where shoppers can access the full collection.
“Expanding into 200 Ulta Beauty locations this fall marks such an incredible milestone for RMS Beauty,” said Swift. “I’ve always admired the Ulta Beauty customer—they’re curious, passionate, and not afraid to explore new innovation. This rollout gives our community another meaningful in-person touchpoint with the brand.”
Moreover, the launch reflects the growing demand for clean beauty at scale, as more consumers prioritize ingredient transparency, sustainability and skin-first performance, officials said.
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