How a Mompreneur Landed an Ulta Partnership
Entrepreneurship Fashion & Beauty Women

How a Mompreneur Landed an Ulta Partnership

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Some of the best solutions are born from an effort being made to solve a challenging problem. Janell Stephens, CEO and founder of Camille Rose, could offer insight about the value of creative ingenuity and where it can ultimately lead. Camille Rose’s website charts her ambitious course, which began when the mother of five researched and developed solutions to ease her children’s chronic eczema. Today, her product is in Ulta.

At the time, products containing harsh chemicals and unpronounceable substances was the industry standard. In a small kitchen in 2011, Stephens aspired to create each handmade product with the idea that whatever you put on your body should be good enough to put in it. After being called to explore entrepreneurship, Stephens’ effort to begin the process of creating the Camille Rose brand paid off. The product line of skincare products ranging from diaper rash cream to nursing mom cream were well received by customers. In just three years, according to her website, “a hobby morphed into a multi-million dollar company with legions of fans.”

“Each homemade creation held true to the Camille Rose company mission to produce a line of high end, gourmet, ingredient-inspired hair and body products that offer clean living beauty solutions to a sophisticated consumer base,” the website said. “Janelle knew she was on to something after making her products available for sale on the Camille Rose website and saw an explosion amongst her target demographic. Soon after, she created and released additional products including Moisture Milk, conditioner and the most popular product to date, the Almond Jai Twisting Butter.”

Natural hair care, facial Skincare, and body care products are now offered through the blossoming brand.

Glossy said that Camille Rose is currently one of the largest Black-owned hair-care brands in the U.S., and it is available in the country’s largest big-box retailers and drugstores.

“Camille Rose’s first retail partner was Target in 2013. It is now available at a wide range of national chains including Whole Foods, CVS, Walgreens, Walmart, and Sally Beauty, as well as through international retailers. Year-over-year sales from January 2020 to January 2021 are up 70% as the brand increased its retail presence by 20% during that time period. It has been on a fast growth trajectory, with sales up 123% on its DTC e-commerce since the onset of the pandemic,” Glossy reported.

A buzzworthy steady climb led to another retailer joining forces with Camille Rose. The Morning Brew revealed that Camille Rose recently began a partnership with Ulta Beauty. The company is known for selling higher-end brands of mass-cosmetics, makeup, fragrance, skincare, bath & body and haircare tools.

According to Stephens’ interview with Retail Brew, her haircare line was the most requested new brand from Ulta’s customers. The retailer then reached out to Stephens to discuss the possibility of partnership which came to fruition.

“Ulta will heighten our awareness and provide a different consumer, one who may be more ingrained in the beauty experience,” Stephens told Retail Brew.

In addition to receiving shelf space, The Morning Brew reported that Camille Rose is receiving primary placement in stores, such as end caps and display tables, in addition to a full-page ad in Ulta’s circular.

Janell Stephens’ journey reminds how powerful word of mouth, and consumer support, can be


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