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

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.

Ellis Brooklyn Sweet Eau de Parfum ($105)

Ellis Brooklyn Salt Eau de Parfum ($105)

Ellis Brooklyn West Eau de Parfum ($105)

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.

Sand & Sky Australian Emu Apple Dreamy Glow Drops ($50)

Sand & Sky Australian Pink Clay Porefining Face Mask ($50)

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.

Lottie London Freckle Tint Temporary Skin Tint ($7)

Lottie London Coconut Primer ($10)

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.

KVD Vegan Beauty Everlasting Liquid Lipstick ($21)

KVD Vegan Beauty Lock-It Setting Powder ($31)

KVD Vegan Beauty Shade + Light Refillable Face Contour Palette ($49)

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.

Kinship Insta Swipe Lemon Honey AHA Exfoliating Pads ($24)

Kinship Self Reflect Probiotic Moisturizing Sunscreen SPF 32 ($25)

Kinship Naked Papaya Gentle Enzyme Face Cleanser ($22)

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.

Morphe 2 Jelly Eye Shimmer ($10)

Morphe 2 Hint Hint Skin Tint ($17)

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.

Glamglow Youthmud Glow Stimulating & Exfoliating Treatment Mask ($59)

Glamglow Supermud Charcoal Instant Treatment Mask ($59)

Glamglow Supertoner Exfoliating Acid Solution Toner ($42)

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.

Beekman 1802 Milk Wash Exfoliating Jelly Cleanser ($38)

Beekman 1802 Milk Foam Calming Bubble Mask ($40)

Beekman 1802 Bloom Cream Daily Probiotic Moisturizer ($54)