How To Get Your Brand Into Ulta Beauty – A Conversation with CMO Michelle Crossan-Matos

Imagine one of the most fantastic (truly, out of a fantasy) beauty emporiums you can think of—row upon row of beauty products and accessories for every hair, nail, skin, makeup, and fragrance need, and on top of that, a full menu of beauty services so you can get said hair, nails, skin and makeup done.

Now imagine you’re a C-suite executive responsible for the brand across thousands of these stores nationwide. You’d not only have unparalleled access to the best the beauty world has to offer, but you’d also likely demand it.  

For Ulta Beauty CMO Michelle Crossan-Matos, our imaginings are reality, but instead of demanding, she’s warm, funny, and entirely charming, thanks in large part to a melodic Scottish accent, a wide smile, and a sparkle in her eyes that gives you the distinct feeling the two of you are about to share a big juicy secret.

Crossan-Matos is experienced in the beauty sector, with much of her career spent at Procter & Gamble in the prestige division, shaping the branding and go-to-market strategies of brands in the fragrance and skincare categories. She knows as much about building beauty brands as she does test driving them (which is to say, a lot), and luckily for the engaged community of brand founders, beauty professionals, beauty enthusiasts, and medical experts here at Beautytap she was willing to share her biggest takeaways in both departments.

What was your path to this beauty dream job?

When I started my career, I was working in IT, implementing SAP in factories, but luck played its part. The beauty care president at P&G noticed me and redirected me to the marketing team. Six weeks later, I found myself in Switzerland at the company’s HQ, immersed in the world of beauty care marketing. It felt like the best job ever, and I've never looked back. Beauty care has always been a part of my life; my mom was a beauty enthusiast, and I grew up watching her do her makeup and her very long, dark hair every morning. She would finish by misting it with L’Oreal Paris Elnette Hairspray, which we carry at Ulta Beauty today.

What is your best advice for someone who hopes to one day launch their own beauty brand?

Have a deep-rooted purpose. If you have a great reason to be, everything else follows - all your asset content creation, your packaging, your name, your price point, it all makes sense. But if you just randomly launch a skincare line and that skincare doesn't have a real reason to be, then you will be lost in that sea of products.

What does Ulta Beauty consider when looking at new brands to bring in-store?

We focus on brands with a unique selling point that resonates with [one of the] the fastest-growing market segments. Sustainability, a compelling founder story, and alignment with progressive values are key. We're brand-builders at heart, not just for ourselves but also for our partners. We seek teams that are open to innovation, savvy with influencers, and embrace creative online and offline strategies. Events are a favorite because our customers love them. Ultimately, a strong purpose and unique positioning are at the core of what we look for.

What is a common mistake you see beauty founders make when they start a brand?

Brands need to have a full assortment of products [rather than just one or two hero SKUs in a narrow category] so that they can have presence at shelf. You can know your “why” story, have good fundamentals and focus on brand building, but ultimately, you need to be able to have a strong presence at shelf to compete.

What else can make or break a beauty brand’s success?

Founders need to embrace social media as if they’re 16 years old. And it's not just having a TikTok account; it’s understanding Earned Media Volume and tailoring your approach to each platform. Every channel has a different audience and therefore has a different purpose because of that unique audience. What I'm after as a consumer on TikTok is very different from what I'm after on Pinterest or Instagram.

Let’s switch gears and talk about your personal routine for a moment. Which products have stood the test of time for you?

I've been loyal to Oil of Olay, the first beauty care brand I worked with. The Regenerist line has been a classic for me, and I've relied on Estee Lauder's Advanced Night Repair for years. It's my go-to for sunburn or dry skin. And then there's Beauty Flash Balm from Clarins; it's an old favorite, and it's amusing how so many brands have tried to replicate it in their own way. My current staples include the BeautyStat Cosmetics Vitamin C Skin Refiner, Neutrogena Makeup Wipes and Better Not Younger Shampoo & Conditioner—they just came out with these new hair patches that I’m excited to try.

How has working in the fragrance industry for decades changed how you wear it?

When you work in the fragrance industry, you don't want to smell like everyone else. If you walk past me, I will know your scents. So, I look for very niche fragrances. But more importantly, I mix not just two but probably three fragrances. Because I know the notes, I want to start with an amber-forward fragrance and mix it with something that has a fruity top note.

Most luxurious beauty treatment you’ve ever tried:

I don’t know if this would be my most luxurious beauty treatment, but my favorite beauty treatment is getting blowouts with my beautiful daughter Sofia at Ulta Beauty. We were just together in Texas at our Round Rock store getting blowouts and it was so fun and meaningful to me to spend this time with her and bond over beauty.

Which products would you be sure to wear if you had to present to the entire Ulta Beauty staff?

The Mally Beauty Face Defender. I'm all about blurring out the sheen for big presentations—it doesn't look great on screen. I also make sure I’m wearing a heavy-duty concealer. Tarte Shape Tape Ultra Creamy Concealer takes about three or four years off when I wear it. Blusher is the last thing I’ll wear for an important appearance. I'm using the e.l.f. liquid one right now. I brush powder on top of that and finish with a spray to set it all. My blusher never moves. I probably over-blush—it's a Glasgow Scottish thing. We like blush. 

Follow Michell Crossan-Matos on Linkedin and Twitter.