A lot of makeup brands get their start on the Internet — hi, Kylie Cosmetics! These brands optimize their websites, using them as sales platforms and beauty hubs before graduating to a wider customer base and potential sales pool when sold at Ulta or Sephora. Internet-loved makeup brand OFRA Cosmetics has been building a beauty buzz for the past year and change, thanks to collabs with Kim Thai (Wanderlush moisturizer), Manny MUA (liquid lippies), and Nikkie Tutorials (lippies and a highlighter).
But the brand is taking a huge step forward and will now be sold at Ulta. When can you start purchasing OFRA offerings at Ulta and is it online or in stores?
According to a post on the makeup brand's official social media channels, OFRA Cosmetics will arrive at Ulta on Sunday, Apr. 9. Select products will be sold online only to start.
Join me in saying "CONGRATS!" to OFRA for graduating to a bigger retail space. OFRA items being sold via Ulta's site means increased visibility — more customers will be exposed to and able to shop the brand. That's an amazing accomplisment for OFRA.
Yes, we've all loved and used OFRA products in our corner of the makeup universe. But it's time for this indie to get its shot in the beauty big leagues.
Bustle reached out to OFRA reps to inquire which OFRA products will be sold online via Ulta and if OFRA products will eventually be sold in Ulta stores. Judging from this Insta pic, the liquid lippies are coming to Ulta.
UPDATE: OFRA confirmed further intel in an email to Bustle. All of OFRA's best-sellers — liquid lippies, individual eyeshadows, highlighters, primers, the "On the Glow" palette, and Universal Brow Pencil— will be sold via Ulta's site.
The skincare range won't be available just yet.
Ulta's pricing will be lower than that of the OFRA site, so that's another spot of good news.
OFRA focuses on the lips, having issued slaytastic liquid mattes and chrome-like metallics during the past year.
The brand also specializes in highlighters, because you can never, ever glow too much! The brand's recent collab with makeup vlogger Nikkie Tutorials was a massive hit for each partner.
Welcome to the Ulta family, OFRA! If you've not yet shopped OFRA, make it a point to check out their wares during your next digital Ulta excursion.