THE WHAT? Charlotte Tilbury is set to hit shelves in some 600 Ulta Beauty stores across the US. The Puig-owned brand will join Ulta’s make-up assortment, which includes fellow prestige brands Fenty Beauty and Pat McGrath.

THE DETAILS According to a report published by WWD, Charlotte Tilbury was searched more than one million times on ulta.com over the past year, indicating that the brand is in high demand with Ulta’s existing clientele.

THE WHY? The addition of Charlotte Tilbury is part of a wider shift towards a more luxury price-point, WWD reveals. Monica Arnaudo, Chief Merchandising Officer at Ulta Beauty, told WWD, “One of the great things about our model is that we can see that our guests may enter in at mass price positioning but we have the ability to move them from mass up to ‘mass-tige’ to prestige and now to luxury much faster.”