Say what now? Yes, you read that right. MAC Cosmetics x Ulta Beauty is coming this Spring. And no it’s not a collaboration collection. According to WWD, MAC is going to be sold at Ulta Beauty online and in stores in an attempt to boost slowing US sales. Launching online in May, and then in a fraction of Ulta Beauty stores by mid-June. The product selection will be limited to about 45% of MAC’s lineup, and centered around foundation and lip color. Including the Studio Fix Fluid and Powder, Studio Waterweight and Prolongwear Nourishing Waterproof foundations. As well as the Next to Nothing foundation that launches next month. The lippie lineup will include lipsticks, lipgloss, Liptensity and Retromattes. There will also be a “Little MAC” assortment.
MAC Cosmetics fell off the throne a long time ago due to so much new competition from the drugstore arena. The drugstore brands stepped their game up with similar quality products at a cheaper price point. Especially on the lipstick forefront. Yet I can’t front, I didn’t see this coming. I wonder if the brand will start closing more retail stores. We already lost the Downtown Brooklyn store. Although we did gain a kiosk in Atlantic Center.