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The L Catterton-backed indie beauty company will debut in over 500 doors.
August 22, 2024
By: TOM BRANNA
Editor
Dibs Beauty will debut in Ulta later this month. The L Catterton-backed will be available in 592 stores and online too at www.ulta.com.
Dibs, an acronym for Desert Island Beauty Status, was cofounded in 2021 by influencer Courtney Shields, beauty veteran Jeff Lee and Tula Skincare cofounders Ken Landis and Dan Reich.
The brand is best known for its $36 blush-and-bronzer sticks, but Dibs also offers lip liners, body highlight sticks, and baked blushes and bronzers, which range in price from $16 to $38.
Dibs raised $2.6 million in an initial round of funding from investors including L Catterton partners Michael Farello and Jonathan Owsley, who invested individually. In 2023, however, L Catterton formally acquired a stake in the company via its Elevate Beauty fund, which invests in early-stage beauty businesses.
Before this move, Dibs was only available direct-to-consumer or at Revolve. Entering Ulta could lift the brand’s sales to $20 to $30 million, according to industry observers.
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