How to turn a no from Ulta into a yes, even if it takes 7 years
About this episode
Kim van Haaster shares the seven-year journey of Bloomeffects to get into Ulta Beauty, detailing the challenges and changes made along the way.
On this week’s episode of the Glossy Beauty Podcast, co-host Sara Spruch-Feiner sits down with Kim van Haaster, founder of Bloomeffects, to discuss the brand’s seven-year journey to Ulta Beauty. Bloomeffects officially launched at the retailer in February, but the journey was years in the making — and included multiple rejections, a brand redesign and, perhaps most compellingly, a social post that transparently documented the whole process, including those rejections. On this episode, van Haaster candidly shares how Bloomeffects reworked its packaging and assortment to turn Ulta's no into a yes, what the brand changed to get into retail (including lowering some prices) and why Ulta was so worth fighting for for Bloomeffects.
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