If you’ve been treating Ulta as your one-stop shop for all your makeup needs, you might want to brace yourself for this: On Friday, the beauty retailer confirmed to Women’s Wear Daily that it is no longer selling Rimmel London products online or in stores. This means you’ll have to make a detour to your local drugstore if, say, you’re as big of a fan of Rimmel London’s Lash Accelerator Mascara as makeup artist Molly R. Stern. Unfortunately, there’s no time to snatch up any remaining Rimmel London products from Ulta either. As of Friday, all Rimmel London products have been scrubbed from Ulta’s website.
Although the news was confirmed this week, this decision has been at least five months in the making. In January, beauty lovers on the Makeup Addiction subreddit noticed that Ulta was no longer listing Rimmel London as a brand, with one user citing that a manager told them Ulta was dumping Rimmel London in favor of acquiring Wet n Wild and E.L.F.). Another Redditor noted that in-store Rimmel London displays were being torn down or boxed away.
Although Ulta didn’t “discuss specifics” with WWD, The Cut reported that Rimmel London is currently in the middle of a relaunching process in the United States, where it’s less popular than in Europe, in order to “appeal to more mass-market consumers.”
Ulta appears to be making some changes in that direction as well. In March, WWD reported that the retailer has added mass-market brands including ColourPop, Morphe, Wet n Wild, Flower Beauty, and Kiss Lashes over the past few months to beef up its mass-market appeal. We’ll have to wait and see if it welcomes back Rimmel London after it relaunches.
Read more about drugstore makeup brands:
- These Are the 7 Best Drugstore Mascaras
- 42 New Drugstore Beauty Launches We’re Obsessed With for 2018
- The Top-Selling Drugstore Foundation of 2018 Is This $12, Long-Lasting Maybelline Formula
Now, see inside a beauty lover’s $32,000 closet: