BeautyRival – Lili Reinhart’s skincare brand, Personal Day, is stepping into the world of brick-and-mortar retail for the first time via Ulta Beauty. Consequently, this marks a major shift from its prior direct-to-consumer model. With Ulta’s extensive footprint, Personal Day will access millions of customers both online and in-store.
Founded on Reinhart’s personal experiences with acne and mental health, Personal Day centers on formulas that are safe, effective, and gentle. The brand worked with dermatologists, aestheticians, and psychologists to ensure trust and transparency. As such, the products bridge emotional wellbeing and skincare.
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Ulta Beauty’s platform gives Personal Day access to high-visibility shelf space and multi-channel exposure. Moreover, being featured alongside established brands elevates its credibility. As a result, this move provides wide-reaching exposure and easier consumer access across the U.S.
Initially, Personal Day gained momentum via social media and digital-first launch campaigns. Now, with Ulta’s retail support, the brand can expand into physical spaces. Therefore, customers can test and purchase products in person—a leap that strengthens trust and brand discovery.
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The availability of Personal Day in Ulta stores reinforces Reinhart’s mission to destigmatize acne and promote skin positivity. Furthermore, it aligns with her ethos of providing inclusive skincare resources. Ultimately, the retail rollout embeds the brand deeper into mainstream beauty culture.
With its Ulta debut, Personal Day is poised to connect with new audiences, including those seeking effective, gentle skincare rooted in wellness. Importantly, the collaboration underscores that brands anchored in honesty and purpose can scale meaningfully. Thus, Personal Day is not just entering retail—it’s leading a wave of authentic, emotionally driven beauty brands.
