U.S. skincare brand Sweet July has announced its launch on Ulta.com, the e-commerce platform of leading beauty retailer Ulta Beauty, effective June 17. The brand was founded by entrepreneur, bestselling author, actress, producer, restaurateur, and chef Ayesha Curry.
Summary
- Sweet July launches on Ulta.com, the official e-commerce platform of Ulta Beauty
- Founder Ayesha Curry expressed excitement about expanding the brand’s reach and connecting with new consumers
- The skincare brand draws inspiration from Jamaican heritage and Caribbean beauty traditions
- Ulta Beauty shoppers will gain exclusive access to the new Vacation Skin Starter Set
- The partnership marks a significant step in Sweet July’s digital retail expansion strategy
The move is part of Sweet July’s broader retail growth strategy, aimed at increasing brand visibility and expanding access to consumers nationwide. Through Ulta Beauty’s online platform, the brand is strengthening its connection with beauty shoppers across the United States.
Since its launch in 2023, Sweet July has carved out a distinctive position within the skincare market through products inspired by Caribbean beauty traditions. Reflecting Ayesha Curry’s Jamaican roots, the brand combines nutrient-rich ingredients such as guava, papaya, and lychee seeds with advanced skincare actives.
Sweet July has built its reputation around ingredient-focused formulations and a brand philosophy centered on rituals and self-care. Its current product lineup includes cleansers, serums, facial oils, eye creams, and lip treatments.
Commenting on the launch, Ayesha Curry said: “Sweet July was built on the idea that skincare should be both effective and meaningful, creating space for small moments of care in our everyday lives. Launching on Ulta.com allows us to introduce the brand to a broader audience while continuing to share the ingredients, stories and rituals that have shaped Sweet July from the beginning. We’re excited to make our products more accessible and connect with new consumers discovering the brand for the first time.”
Exclusive Ulta Beauty Set Debuts
To coincide with the launch, Sweet July is introducing the Vacation Skin Starter Set, available exclusively through Ulta Beauty.
Created as a travel-inspired skincare kit, the set includes:
- Pava Exfoliating Cleanser
- Pava Toner
- Castaway Cream
Featuring some of the brand’s signature products, the collection is designed to support everyday skincare routines while delivering a radiant, vacation-ready glow.
Expanding Its Digital Retail Presence
As beauty brands increasingly leverage major online retail platforms alongside their own direct-to-consumer channels, digital distribution has become an important component of growth strategies across the industry. Through its launch on Ulta Beauty, Sweet July gains access to a robust digital ecosystem designed to support product discovery, consumer education, and seamless purchasing experiences.
Ulta Beauty is one of the largest beauty retailers in the United States, offering products across skincare, makeup, haircare, and wellness categories through both its online platform and nationwide store network. For Sweet July, the partnership represents an opportunity to expand its customer base while further strengthening brand awareness in the competitive skincare market.
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