Lili Reinhart, the talented actress known for her role in “Riverdale,” is taking her journey in beauty to the next level with her skincare brand, Personal Day. Launched just ten months ago, the brand has quickly gained traction, particularly with its popular product, the Unplug Blackhead-Melting Nose Strips, which gained fame on TikTok. Starting this Sunday, Personal Day will officially be on the shelves of around 700 Ulta Beauty stores, along with an additional 104 display towers as part of Ulta’s Sparked initiative. This transition from a direct-to-consumer model—where the brand previously offered five products under $40—marks a significant milestone for Reinhart and her cofounder, Shelagh Wong.
Why Ulta Beauty? According to Reinhart, the choice was quite strategic. She believes that Ulta’s accessibility and approachable vibe fit perfectly with Personal Day’s mission. “We want people to be in stores, to go in and be able to touch and feel our products,” she explains. Her affinity for Ulta is evident; it feels less intimidating and more welcoming, aligning with Personal Day’s goals of breaking down barriers for those struggling with acne. The spotlight on this retail leap not only showcases Personal Day’s commitment to accessibility but also highlights an increasing demand for skincare products that genuinely cater to sensitive and acne-prone skin.
Personal Day’s vision is rooted in a personal struggle. Reinhart’s own dermatological challenges with acne began when she was just twelve years old, leading her to try Accutane twice. Her experience fueled her desire to create products that would bridge the gap for those with acne-prone skin. “There’s been a gap in the industry,” she noted, emphasizing the need for acne-safe alternatives that also bring innovation to skincare routines. The brand’s offerings—featuring key ingredients like mevalonic acid and niacinamide—are designed to provide effective solutions without compromising on the needs of sensitive skin.
Wong, the CEO and cofounder, reaffirms that the story behind Personal Day is what distinguishes it from other celebrity-driven brands in the beauty space. While Reinhart’s fame adds visibility, Wong insists that the brand stands on its own merits, rooted deeply in real experiences and effective solutions. Their mutual understanding and genuine approach have sparked a strong resonance with consumers. As a testament to this connection, Personal Day’s sales figures have soared, with a staggering 73% monthly growth in May compared to April and a remarkable 779% increase since January.
The success hasn’t gone unnoticed. Ulta Beauty has expressed enthusiasm over Personal Day’s rapid growth and product innovation, praising the brand as an embodiment of modern skincare that merges dermatologist-developed formulas with cutting-edge innovation. Lisa Tamburello, Ulta’s vice president of skincare merchandising, stated that Personal Day brings a “refreshingly real approach” to acne care, making it a sought-after addition to their products. The emphasis on authentic experiences resonates with consumers seeking transparency and reliability in their skincare choices.
Looking forward, Reinhart and Wong are not just satisfied with their current retail success; they see Ulta Beauty as a vital connection point to their consumer base. Their data showed that many of their customers are in rural areas, making Ulta a perfect retail partner to reach them. “To have something in a store is just special,” Reinhart remarked, highlighting the joy of providing an in-person shopping experience. As Personal Day expands its footprint in retail, the brand embodies a blend of innovative skincare solutions and a personal connection to its customers, setting a new standard in the beauty industry.
