MyChelle announces distribution partnership with Ulta Beauty
MyChelle Dermaceuticals is a Colorado company, launched in 2000. The company’s products fall squarely in the naturals category. And, MyChelle is going to great lengths to scale the brand while maintaining a focus on results, ethics, and corporate transparency.
"As a leading authority in the field of advanced natural skin care technology, MyChelle is honored to partner with Ulta in introducing a product line that delivers clean science and professional results to the prestige beauty market," says Peggy Moore, chief business development officer with MyChelle Dermaceuticals, in a press statement about the new distribution deal.
What’s on the shelf
The company’s products are already available online through Ulta. And for starters, MyChelle will have what it calls the Beauty Key Three products in Ulta Beauty stores.
Those skin care items are:
- Perfect C Serum, made with L-Ascorbic Acid and meant to brighten skin and minimize fine lines
- Sun Shield SPF 28 Unscented, a mineral based sun care product
- Remarkable Retinal Serum, developed to promote skin renewal and repair
Going forward the company will add to that an “assortment of cleansers, exfoliators, serums, moisturizers, and sun protection,” according to the press statement.
Ingredient documentation
MyChelle has built a reputation for corporate transparency and vetted ingredients.
Continuing with that initiative, the company notes that it is “the first Ulta brand to bear the EWG VERIFIED brand mark developed to help consumers quickly and easily identify personal care products that are formulated without potentially hazardous ingredients, fully disclose all ingredients, and are created following good manufacturing practices,” as mentioned in the press statement.
The EWG Verified mark is reasonably new. The non-profit environmental organization launched its verified program in October of 2015. MyChelle and Beautycounter are the two founding member brands involved with the program.
When the seal debuted Kimberly Heathman, CMO of MyChelle Dermaceuticals, told the press,“For 15 years, [MyChelle has] focused on clean, conscious, and ethically sourced products with full transparency in ingredient labeling —complying with EWG’s strict standards and policies,” adding that, “As a part of this new initiative, we look forward to spreading this important message to consumers who look to EWG for information that empowers people to live healthier lives,” as Cosmetics Design reported.
