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

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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.

Ellis Brooklyn

After launching in 2015 and becoming well-known in the beauty industry for its vegan and cruelty free fragrances, Ellis Brooklyn became available to shop at Ulta in September.

Sand & Sky

Instagram's buzziest beauty brand is far too pretty (and effective) to live in your "Saved" collection. Now, you can pick up any of Sand & Sky's products — including its bestselling Pore Refining Mask — at any Ulta Beauty store, as well as online.

Lottie London

Making its statewide debut at Ulta Beauty from across the pond, Lottie London has made a name for itself in the UK for its assortment of fun, affordable, and cruelty-free products. No matter your mood or artistry level, the brand's selection of eyeliner stamps, freckle tints, and glow drops make doing your makeup a breeze.

KVD Beauty

Known for its long-lasting makeup products that can cover up everything from tattoos to breakouts, KVD Beauty is expanding its reach at Ulta Beauty for the first time ever starting Aug. 23.


Nearly one year after eco-conscious brand Kinship launched its array of sustainable, cruelty-free, and effective products in November 2019, it's lineup of exfoliating pads, sunscreen, face masks, and more is making its way to Ulta Beauty as of Aug. 5.

Morphe 2

Morphe tapped sisters and TikTok stars, Charli and Dixie D'Amelio, to spearhead the launch of Morphe 2, a gen Z-friendly sub-brand of the beauty giant. The brand officially launched on July 30 with a 20-shade hydrating face tint, face and eye glosses, lip oils, jelly eyeshadows, and more.


Glamglow, best known for its popular, fast-acting mud masks, officially launched at Ulta stores on Aug. 5, with plans to expand its online offerings as early as Aug. 9.

Beekman 1802

Beekman 1802 just launched 18 skin-care products online at Ulta that will later be made available in 400 stores nationwide beginning on Aug. 9.