Boosters' Equalberry Enters U.S. Ulta Beauty

Equalberry enters Ulta Beauty

Boosters, a global commerce company, said on the 19th that its skincare brand Equalberry is now sold at Ulta Beauty in the United States, both online and in stores. Products went on sale on Ulta's website on the 18th. Starting next month, they will also appear in the 'K-BEAUTY BAR' inside Ulta stores, a special area for Korean beauty products.

Key numbers

• Equalberry began official U.S. sales in May this year.
• From May to September, its average monthly store sales in the U.S. were about 10 times higher than in January to April.
• The brand has three product lines: Vitamin Illuminating, NAD+ Peptide Boosting, and Bakuchiol Plumping.
• This is the fourth major overseas retail channel for Equalberry this year.

How the brand got here

Earlier this year, Equalberry entered Olive Young in the U.S. in June. In July, it went into Boots, a drugstore chain in the United Kingdom. In September, it joined Target Beauty Studio in the U.S. The company first built brand awareness on Amazon, then began opening more physical stores so shoppers can try and buy the products in person.

Why it matters

Online sales alone are not always enough for beauty brands. Shoppers often want to test a product before they buy it. The strong jump in store sales suggests that Equalberry's online fame is turning into real sales in physical stores. It also shows that Korean skincare brands are gaining ground in the U.S. market.

What to watch

• Whether sales in Ulta's K-BEAUTY BAR grow after it opens next month.
• Whether Equalberry adds more physical stores in the U.S.
• How well the brand keeps its loyal customers as it sells in more places.