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Ulta Beauty is taking the “beauty minis” craze to a new level.
The retailer has joined forces with Mini Brands to develop a collection of more than 68 toy replicas of full-size products by brands such as E.l.f. Beauty, NYX Professional Makeup, Ouai, Tarte Cosmetics, Redken and more.
Launching Oct. 6, the collection features products by 13 fan-favorite brands and will be sold via mystery packs of five minis priced at $9.99.
“Our Mini Brands community has been asking for this collaboration for years,” said Corey Roman, chief marketing officer of Zuru Toys, the maker of Mini Brands, adding that she has, “every expectation that it will be a hit.”
The collection marks the first beauty capsule by Mini Brands, which launched in 2019 by New Zealand-based Zuru and has since soared in popularity among Gen Z and Gen Alpha for its toy replicas of food, sneakers, books, household items and buzzy collaborations with brands like Netflix and Kung Fu Tea. The brand has more than 2 million followers on TikTok, and has amassed more than 10 billion impressions on the platform since its debut.
Ulta Beauty x Mini Brands
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The Ulta x Mini Brands be sold online and in Ulta stores nationwide until supplies last, and includes two ultra-rare “frozen moment” minis by Truly Beauty and OPI.
“As the nation’s largest beauty retailer…for beauty lovers of all generations, we are proud to have a differentiated assortment that reflects the wants of our guests,” said Muffy Clince, senior director of emerging brands and initiatives at Ulta. “The joy and surprise of unwrapping each capsule to discover your favorite iconic beauty product replica in mini form creates the nostalgia and fun that is at the heart of this partnership — a no-brainer as our first foray into this new, innovative category.”
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