Dior Beauty has launched at Ulta Beauty.

In a play for Gen Z and high-spend shoppers, Ulta has debuted Dior Beauty in 200 doors, specializing in lip color cosmetics.

Ulta expects the Dior assortment to tap into consumer interest in makeup, which Maria Salcedo, senior vp of merchandising, said is returning to pre-pandemic levels.

“Our cosmetics category has continued to strengthen, and there is basically robust momentum within the category as an entire, now reaching pre-pandemic levels,” she said. “Seventy percent of our beauty enthusiasts are maintaining their beauty routines and specifically talking about makeup — using those products 4 or more times per week.“

The Dior-Ulta offering includes Gen Z favorites, including the TikTok-viral Lip Glow Oil, in addition to Lip Maximizer, with an expanded assortment online. In stores, the lineup will likely be merchandised individually from Dior’s fragrances, which Ulta already carries.

“Dior is a brand making significant inroads and having numerous success with the Gen Z consumer. It truly is about excitement and innovation and connecting with Gen Z on their very own terms. We offer discovery, and the environment reflects consumption of cosmetics and sweetness from all price points,” Salcedo said.

Dior’s makeup business grew at double the pace of the industry overall in 2022, and core products like its Rosy Glow Blush, $39, and the Lip Glow Oil, $38, have all nabbed viral status on TikTok.

Luxury price points are attracting interest from younger consumers, Salcedo noted. “Gen Z has shown an increased propensity to luxury. From qualitative research, we’ve seen their purchase intent of luxury product has continued to grow and is higher than what it’s for other cohorts,” Salcedo said. 

Though makeup interest mirrors pre-pandemic shopping behaviors, Salcedo contended that the motivators are remarkably different, with Gen Z shoppers having what she called a “healthier” relationship with the category.

“Cosmetics aren’t just performative or superficial, they’re about self-expression,” she said. “It’s a tool [for Gen Z] to rejoice their individuality and their uniqueness. Dior is clearly resonating with consumers and guests,” she continued.

The move also follows an exclusive partnership between Ulta and Chanel, which maintains the exclusive retailer for Chanel No.1, a multicategory franchise launched in 2022.

Salcedo said Ulta’s reach makes it a beautiful offer for luxury players on the lookout for recent shoppers. “How we are able to partner and deliver is with our 1,300 stores, online and 39 million guests in our loyalty program,” she said. “We all know that our guests want these brands, and our expectation is that it’s a recent guest for the brands.”