Australian Skin Care Brand Ultraceuticals Launches in the U.S. – WWD
Australian-based skin care brand Ultraceuticals is expanding to the U.S.
The launch was initially set for early 2020 but was pushed back due to the health crisis — until now.
“The U.S. market was really interesting strategically to us for many reasons,” said Karen Wilkin-Donachie, chief executive officer. “It’s very attractive size-wise. It’s also very competitive. To some degree now, the space is crowded with a lot of choice. But where we saw opportunity was the gap in very few brands, if any, serving the professional skin channels with a strong focus in commitment.”
Ultraceuticals, founded in 1998 by cosmetic physician Geoffrey Heber, partners with medical spas, beauty spas and salons to reach consumers. In the U.S., Ultraceuticals’ products will be sold through professional retail channels, as well as direct-to-consumer at Utraceuticals.com, where online revenue will be shared with those partners.
To date, Ultraceuticals has signed on three U.S. distributors and expects to have four more by June. The brand anticipates being present in about 150 U.S. locations nationwide by the end of 2021 with approximately $8 million in retail sales.
Since the impact of COVID-19 hit, Ultraceuticals has pivoted to focus on hosting weekly online webinars — both professional
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