Thanks to Ulta, hundreds of thousands of beauty fans are having a very good day. Storybook Cosmetics, the brand behind “wizard wand” makeup brushes and Mean Girls shadow palettes, has announced a partnership with the beauty retailer. Soon, Storybook Cosmetics will be available at Ulta stores and online.
“We are so honored to announce, Storybook Cosmetics will be available on Ulta.com! Stay tuned for dates and details! Words cannot express how grateful we are. Thank you @Ultabeauty for believing in us and giving us this opportunity of a lifetime! And thanks to all of you for your unwavering support!” the brand announced on Instagram. The social media announcement is fitting for a brand that’s made its name on Instagram, where it has over 419,000 followers.
Storybook Cosmetics is its own fairy tale for triplet sisters Mandy, Missy, and Erin Maynard, who started it at home in Omaha, Neb. Since the brand launched in October 2016, it has gained a cult social media following, with fans snapping up products like Wizardry and Witchcraft Liquid Lipsticks and Secret Garden Eyeshadow Brushes as soon as they launch.
When she first heard from Ulta, Erin Maynard, the co-president of Storybook Cosmetics, thought the request was a joke. “Ulta Beauty reached out through an email asking if we had time to chat. I thought maybe it was a joke, so I Googled the contact info and found it was real!” Maynard tells Yahoo Lifestyle. “I responded immediately, and we were creating a partnership the very next day.”
A partnership with Ulta may help Storybook Cosmetics reach even more customers and keep up with massive demand. The brand currently ships worldwide, with the notable exceptions of China, Mexico, South America, and Thailand. Due to licensing restrictions, the company also has products that are available only in the United States.
“The marriage of Ulta Beauty and Storybook Cosmetics is that of a true fairy tale!” Jodi Williams, the senior director of e-commerce merchandising at Ulta Beauty, tells Yahoo Lifestyle. “Inspired by our favorite childhood anecdotes and stories, including The Secret Garden, Charlie and the Chocolate Factory, and more, Storybook Cosmetics brings nostalgia to life with their vibrant collections of colorful cosmetics and brushes.”
To create its pop-culture-inspired products, Storybook Cosmetics has both worked directly with companies and tweaked products to avoid licensing issues. Its Mean Girls-inspired Burn Book palette is, as per the brand’s website, an official collaboration with Paramount Pictures. Meanwhile, the Wizardry and Witchcraft lipsticks, while clearly reminiscent of Harry Potter, have a disclaimer: “Storybook Cosmetics is proud of this unique, original creation, inspired by all the magical stories they grew up with and loved. The palette is not sponsored by, endorsed by, or associated in ANY WAY with, the owners or creators of any other pre-existing literary or artistic work.”
“Brands choose which companies to partner with, not just based on the quality and creativity of the licensed products, but based on the space the licensee can secure at retail, spend on marketing, and ultimately drive the biggest sales,” says Kelly Langstaff, a licensing coordinator for children’s entertainment brands. “Working relationships with established retail industry players [like Ulta] are key for securing major licensing deals. The ultimate goal of a brand is to spread positive awareness of their products, and prominent, dedicated retail placement is very valuable.”
With the force of Ulta behind it, Storybook Cosmetics may debut even more exciting collaborations. For now, we’ll keep our fingers crossed for a Black Panther highlight palette.
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