Treslúce Beauty, a Latinx-founded beauty brand created by global superstar Becky G, has launched at Ulta Beauty, the nation's largest beauty retailer. The brand made its debut on Ulta.com on March 7, 2022, and entered 351 physical store locations on March 13, 2022.
Treslúce Beauty is dedicated to celebrating and supporting Latinx heritage and culture, offering high-performance, clean, vegan-friendly formulations that encourage beauty enthusiasts to tap into their inner artist. Ulta Beauty, which operates 1,360
stores across all 50 states as of February 20, 2023, is excited to welcome Treslúce Beauty to its family.
"As we continue to bring culturally relevant, trend-forward brands in our assortment, we are confident our guests will embrace these products' unique and vegan ingredients as well as its deep, meaningful heritage." said Marcia Salcedo, senior vice president of merchandising, Ulta Beauty .
Becky G, a second-generation Mexican-American, is devoted to shining a light on her humble beginnings, family values, and Latinx identity through her brand and the experiences it creates.
Treslúce Beauty's products and packaging are infused with Latinx-sourced ingredients and art, including blue agave from Jalisco, Mexico, where Becky G's family has roots. The brand aims to create positive change by acknowledging Latinx creators, consumers, and tastemakers in today's beauty economy.
