Ulta Grows Gen Z Lineup With Launch of Petite ‘n Pretty

Gen Z is proving a growing focus for Ulta. In August, the retailer launched Florence by Mills, a beauty brand created by 15-year-old “Stranger Things” star Millie Bobby Brown in partnership with Beach House. Ulta is continuing to build out its Gen Z assortment with the addition of Petite ‘n Pretty, a makeup brand that has already won over the top kid influencers. “It made sense for us to work with Ulta because they’re trying to round out the [Gen Z] category in-store,” said Samantha Cutler, founder of Petite ‘n Pretty. “Our consumers are so engaged with the brand. We have DMs [direct messages] from kids and moms — they all went to Ulta yesterday and were sending us pictures. One girl drove three hours to go.” A forthcoming holiday palette from Petite ‘n Pretty.  Courtesy Image Since its launch in July 2018, Petite ‘n Pretty’s dot-com sales have grown 100 percent year-over-year. The brand is expecting triple digit year-over-year sales growth in 2020. Last month, Petite ‘n Pretty received more than 10 million video views from influencers with 500,000 followers and more. Its top branded YouTube videos receive anywhere between 25,000 and 165,000 views and its Instagram following is growing 20 percent each month. On

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