Made by Mitchell lands at Ulta Beauty in major retail expansion
UK-born makeup brand Made by Mitchell has launched at Ulta Beauty, marking a "major milestone" in its international expansion.
Founded by celebrity makeup artist Mitchell Halliday, Made by Mitchell has built a global community thanks to its bold colour cosmetics, inclusive ethos and distinctly social-first approach.
The US expansion follows the brand’s meteoric rise on TikTok Shop, where Made by Mitchell became the first beauty brand to surpass $1 million in sales on the platform in 24 hours, underscoring the growing power of social commerce.
Since then, Made by Mitchell has continued to accelerate its growth in the UK, securing listings with Boots and opening its first-ever physical store in Liverpool last year.
The launch with Ulta Beauty now represents a strategic entry into the "world’s largest beauty market" and underscores the brand’s growing global ambitions.
Commenting on the launch, Halliday said: "Launching with Ulta is a huge moment for us and something we’ve worked incredibly hard towards. The response so far has been amazing, and it feels like the right time to make sure we have the foundations in place to support the next stage of the brand’s journey."
Harry Samuel, CEO of Made by Mitchell, added: "The Ulta launch is a powerful validation of Made by Mitchell’s global appeal. The brand has grown rapidly while staying true to its creative roots, and appointing advisors at this stage is about supporting that momentum and ensuring the business is well positioned to scale sustainably."
