The Best New Beauty Brands That Have Launched at Ulta in 2020 (So Far)

It seems like there's a new beauty brand launching almost every day, to the point where it can feel difficult to keep up with them all. But that's the great thing about shopping at major beauty retailers like Ulta Beauty: since it's basically a gold mine for both popular and under-the-radar items, you not only can try out new products from the latest buzzy brand popping up on Instagram, but you'll also have access to many of those tried-and-true favorites.

Luckily for all of us, Ulta has added a handful of new and old names — including cult classics like Glamglow and KVD Beauty to under-the-radar indie brands like Kinship and Lottie London — to the long list of brands you can shop from the retailer, both in-store and online. Read ahead to check out and shop from some of our favorite new additions to the Ulta Beauty lineup so far this year.