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Made by Mitchell secures major US retail deal
British cosmetics brand Made by Mitchell has entered the US retail market for the first time, launching with Ulta Beauty in a move that signals the social‑native brand's shift into global mainstream distribution.
Founded by celebrity makeup artist Mitchell Halliday, the brand has become one of the UK's fastest‑rising beauty disruptors, driven by bold pigment-led products, creator‑first storytelling and a community‑powered growth model that has resonated strongly with Gen Z consumers.
The Ulta Beauty partnership marks a significant milestone in Made by Mitchell's international expansion. It follows the brand's standout performance on TikTok Shop, where it became the first beauty brand to surpass $1 million in sales within a year.
Made by Mitchell already has strong international retail presence, including Boots in the UK and Priceline in Australia.
Speaking on the US debut, Mitchell Halliday says:
“Launching with Ulta is a huge moment for us. It's something we've worked relentlessly towards, and the response so far has been incredible. Entering the US market feels like a natural next step, and we're focused on making sure the brand is set up to grow in the right way.”
Harry Samuel, CEO of Made by Mitchell, adds:
“This launch is a powerful validation of Made by Mitchell's global potential. The brand has scaled at speed while remaining creatively authentic, and as we enter this next phase, our focus is on building the infrastructure and leadership needed to support long-term, sustainable growth.”
Made by Mitchell
