Dermatologist-founded ERLY Skincare is launching its full product line in 750 Ulta Beauty stores and online starting April 19. This marks the brand's first major retail partnership, bringing its simplified approach to a national audience.

The ERLY Skincare launch at Ulta Beauty represents a significant move for both the emerging brand and the retail giant. For ERLY, which according to Beauty News Daily debuted in January 2025, this partnership provides immediate, large-scale distribution and a powerful stamp of approval. For Ulta Beauty, adding a dermatologist-backed brand focused on gentle, effective formulas taps directly into growing consumer demand for "skinimalism" and expert-led, transparent skincare solutions. The move strategically positions Ulta to capture shoppers seeking to simplify their routines without compromising on performance.

What We Know So Far

  • ERLY Skincare will be available in 750 Ulta Beauty stores across the nation and on ulta.com beginning April 19, as confirmed by multiple reports.
  • The brand is launching its complete collection of seven products, including its Daily Dew Illuminating Serum and Night Moisturizer with Peptides.
  • All ERLY products are confirmed to be fragrance-free and hypoallergenic, with bright, modern packaging designed by artist Lotta Nieminen.
  • The Austin-based brand was co-founded by board-certified dermatologist Dr. Hallie McDonald and marketing veteran Jamie Chandlee, according to reporting from WWD.
  • The brand's creation was a direct response to the founders' concerns over increasingly complicated skincare routines and their daughters' early interest in the category.

ERLY Skincare: Brand Overview and Philosophy

ERLY Skincare enters the competitive beauty space with a clear and focused mission: to simplify skincare. The brand was born from co-founder Dr. Hallie McDonald's clinical observations and personal experiences. She saw a growing trend of patients experiencing skin irritation and damage from overly complex and aggressive product regimens.

"About five or six years ago, I started noticing that patients were coming into my office with adverse effects from their overly complicated skin care routines," McDonald told WWD. "People were using too many products at a time, mixing actives, not really understanding what these actives did." This clinical concern was paired with the realization that younger consumers, including her own daughter, were being drawn to products without understanding their potent formulas. The available gentle alternatives, she noted, often had a medicinal appearance that failed to appeal to this demographic.