Erly Skincare Partners with Ulta Beauty

Austin-based skincare brand Erly has announced its first retail partnership with Ulta Beauty, set to launch on April 19th. The collaboration will bring Erly’s hypoallergenic products to approximately 750 Ulta Beauty stores nationwide.

The Origins of Erly Skincare

Erly Skincare was founded by Dr. Hallie McDonald, a dermatologist, and Jamie Chandlee, a marketing professional, both mothers concerned about the skincare products their young daughters were using. They observed a growing trend of adverse skin reactions in patients using overly complex routines.

Addressing a Growing Need

Dr. McDonald noted a shift in patient concerns: “About five or six years ago, I started noticing that patients were coming into my office with adverse effects from their overly complicated skin care routines. People were using too many products at a time, mixing actives, not really understanding what these actives did.” She also found existing recommended products unappealing to younger audiences. “When I was trying to redirect either my adult patients or my own child towards better options in skin care, none of them really were interested in what I was recommending. They looked medicinal, and they didn’t want to use them.”

Developing a Gentle, Effective Line

In response, McDonald and Chandlee created Erly, a fragrance-free, hypoallergenic skincare line with vibrant packaging designed by illustrator Lotta Nieminen. The brand aims to be multigenerational, with a primary focus on Gen Z and Gen Alpha.

A Focus on Barrier Health

“I wanted to create something that would be safe and appropriate for all ages and skin types,” explained Dr. McDonald. “Our sweet spot is Gen Z, Gen Alpha, and that sort of hybrid range where we want to meet them from their first face wash to their first fine line, and we have ingredients that can address all sorts of skin care concerns in a very gentle barrier-boosting way.”

Ulta Beauty's Perspective

Ulta Beauty recognizes the demand for simplified skincare routines. According to a statement, “Erly’s dermatologist-founded roots and streamlined approach to skin care tap into a shift we’re seeing across the category — guests want effective, thoughtfully formulated products that simplify their routines without sacrificing performance.”

Product Lineup at Ulta Beauty

Ulta Beauty will carry all seven of Erly’s stock keeping units, including:

  • Daily Dew Illuminating Serum ($38)
  • Daily Soothe Calming Serum ($38)
  • Night Moisturizer with Peptides ($42)
  • Face Foam Gentle Facial Cleanser ($24)

Erly's Vision

“We dreamt up Erly to empower our community with simple formulas that can build routines — from first wash to first fine line — inspired by our motto, ‘doing less does more,’” said Chandlee. “Entering Ulta feels like the perfect next step, meeting its skin care enthusiasts at the intersection of simplicity in skin care formulas and maximalist packaging design that is coveted and collected.”