Catrice Cosmetics ending ULTA partnership to focus on DTC & Amazon in 2022

- Last updated on GMT

© William_Potter / Getty Images
© William_Potter / Getty Images

Related tags: direct to consumer, Amazon

European color cosmetics brand Catrice Cosmetics has announced a shake-up to its retail strategy for 2022, with the company focusing on making it products available only through its own website and via Amazon.

The announcement will officially end the German company’s long-standing partnership with ULTA Beauty in the New Year.

“While we have valued our long-standing partnership with ULTA, we're excited to get back to our roots,”​ said Jeffery Wagstaff, CEO of Cosnova Inc., the parent company of the Catrice brand. “This new directive will allow us to deliver on more of what our consumers are asking for from the brand, and for that we are thrilled.”

Starting January 1, 2022 Catrice's range of face, lip, eye, and skincare products will be available exclusively at CatriceCosmetics.com and Amazon.

“The move to pivot into an exclusively DTC brand and focus all resources on the Amazon and CatriceCosmetics.com businesses will now allow for an extra curated shopping experience for their loyal fan-base. Consumers can now expect ​more frequent launches, even better price points, unique deals and promotions, a loyalty program, wider, more inclusive shade ranges, as well as ample ways to get involved in the CATRICE Community,” ​stated the company in a release today.

Catrice

Founded in 2001 in Germany, Cosnova Inc. brands include essence and Catrice. The company says it never tests any of its products on animals and believes in cruelty-free beauty. Also, 90% of all Cosnova products are manufactured in Europe, adhering to the EU's strict ingredient standards.

The Catrice brand launched in the US in 2016​, and all of its products retail for less than $15, with an average price point of only $8.

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