FORT LAUDERDALE, June 22, 2018 -- OFRA Cosmetics will be entering ULTA retail stores across the US on June 24th. This marks OFRA’s first large scale entry into bricks and mortar retail stores in the US, and ushers in a new phase in the brand’s partnership with ULTA. Simultaneously, OFRA will be launching an all new brand identity repositioning itself from a B2B brand, for the Pro Makeup Artist, to a consumer-friendly brand competitive in the prestige beauty market.
Just over a year ago, ULTA and OFRA started their partnership on ULTA.com. The first run included a limited assortment of OFRA’s best selling Long Lasting Liquid Lipsticks and Highlighters. After a successful start, ULTA expanded OFRA’s presence on their site with the line’s skincare, special edition face palettes and duochrome liquid lipsticks, and a swift sell-out during the retailers ultra popular 21 Days Of Beauty.
OFRA Operations Director, Ayelet Faerman:
“This is a major milestone for OFRA. Building this brand from the ground up, experiencing the cycle of highs and lows, and still making it to this point only pushes my team and I to grow OFRA into something we never imagined. We are thankful for this partnership with ULTA and the opportunity it will give our brand to shine.”
OFRA’s aesthetic reimagining and launch into ULTA stores will be the beauty enthusiast’s first opportunity to engage with the brand in real life. That is the ULTA experience: Cultivating partnerships with brands like OFRA that are driven by listening to their guest feedback and reacting quickly to create the experience the guest can connect to. With an inclusive mix of liquid lipsticks and highlighters, including uber liked shades from collaborations with Kathleenlights and NikkieTutorials, the ULTA shopper will have the ability to touch, feel, and experience OFRA.
Available June 24th in 451 ULTA stores nationwide.
Using liquid-to-baked technology, OFRA highlighters are created using prismatically-pigmented pearls* that give GLOW a new meaning
Beverly Hills (5-in-1 highlighter with shades of golden bronze, cool pink, pearly white, neutral shimmer, pink-peach) $32/10g
Rodeo Drive (Universally flattering sun-kissed gold) $29/10g
Pillow Talk (Soft pearl pink) $29/10
OFRA liquid lipsticks bring together comfort wear and long-lasting color in one tube. These enticingly-scented lippies are never drying and give fully-pigmented coverage in one application.
Verona (Mocha nude brown) $17/6g coming soon to Ulta.com
Pasadena (Mauve-pink brown) $17/6g
For more information contact: Carine Trezza
Communications and Partnerships Director
All OFRA Cosmetics’ products are made to order and are 100% vegan. No animal testing is done at OFRA Cosmetic Laboratories. The company prides itself on being cruelty-free and committed members of both PETA and Leaping Bunny.
About OFRA Cosmetics:
Perfecting beauty. Every day.
Founded in 1994, OFRA Cosmetics Laboratories are leading innovators within the beauty industry. Cutting-edge products are manufactured using natural ingredients, such as plant, marine and vegetable extracts, Vitamin C, and organic compounds. While swooned over by celebrities and industry professionals, OFRA is an accessible, affordable brand for every level of beauty consumer. For more information visit /
*All OFRA pearls are synthetic.