EXCLUSIVE: Tatcha Expands Into Ulta Beauty, Marking Significant U.S. Expansion

Tatcha has tapped another retailer to expand its U.S. presence.

The skin care brand, founded by Vicky Tsai in 2009 and acquired by Unilever Prestige in 2019, will be joining Ulta with its core assortment of hero products online, as well as an expanded assortment on Jan. 1.

The partnership is part of the brand’s efforts to bolster its foothold domestically while expanding abroad.

“Awareness has continued to grow worldwide and Tatcha is available in over 19 countries,” said Mary Yee, the brand’s chief executive officer. “This is an opportunity for us to have as many people experience the purpose and the impact of the brand.”

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Tatcha’s past and present distribution has included Sephora, Violet Grey and Barney’s New York. Many brands that started at Sephora have gone on to broaden their footprints in Ulta Beauty — among them, Charlotte Tilbury and Sol de Janeiro in the last year alone.

“We have a very loyal fan base for Tatcha, and we want to get broader reach,” Yee said, adding that tenets of the rationale included “the combination of bringing new customers, encouraging discovery, and better serving our existing ones through retail experience.”

Yee is focused on building “Tatcha into this iconic global brand,” she said. “This expansion is built on the desire for the brand to reach people with its purpose — that benefit of slowing down, proving how rituals are more powerful than a routine. And for Ulta specifically, Tatcha has been a top requested brand.”

Part of the rationale was also Ulta Beauty’s Joy Project, an initiative geared toward positivity. “One of our DNA pillars is around building blissful connections and the way we bring that together by linking skin to mind,” said Nicole Frusci, Tatcha’s chief marketing officer. “This is a unique marriage for Tatcha.”

To market the partnership, Frusci is “exploring online and offline opportunities, and looking at how we can hold events — it’s about building that strong one-on-one connection,” she said. “We’ve done more community building in the last six months, and that continues to be at the core of what we’ll be doing in 2025.”

“Our beauty enthusiasts of all ages are highly engaged with the skin category and as they continue to utilize their routines as a form of self care, there is no better time than now to welcome a brand like Tatcha that has always celebrated the joy, mindfulness and well being this daily ritual provides,” said Penny Coy, senior vice president of merchandising at Ulta Beauty. “Rooted in heritage and intentionality, this trailblazing brand has been one that our guests have been requesting for some time and we are excited to continue to deliver on their wants through our differentiated assortment and authentic retail partnerships.”