The brand blends fragrance-forward body care with hydrating formulas for young skin with lush textures that tweens want.

This new Oxidation Defense Purple Shampoo comes as an easy to apply foam that delivers blonde hair that looks like new.

E.l.f. welcomes Ally Sentnor, Kansas City Current, to its roster of talent as they amplify fan experiences in two major cities.

Cheeky Biquíni, Refresco Paraiso, & Limonada Gelada are topped with wood-looking caps and aim for a paradise feel.

Kecia Steelman, president and chief executive officer, said, “The Ulta Beauty team closed the year with momentum, delivering strong fourth quarter and full-year sales and contin ...