The article explains that Made by Mitchell, the UK-born colour cosmetics brand created by makeup artist Mitchell Halliday, has taken a major step in its international growth by launching with Ulta Beauty in the United States.

After building a huge following and community through social commerce and TikTok (where it became the first beauty brand to surpass $1 million in sales in just 24 hours on the platform) the brand’s partnership with Ulta marks its first significant physical and online retail presence in the world’s largest beauty market. This move follows earlier retail milestones such as listings with Boots in the UK and the opening of its first standalone store in Liverpool, and is seen by the brand’s leadership as a validation of its global appeal and a foundation for the next stage of growth while staying true to its creative roots.