Personal Care Brand Odele Expands into Ulta Beauty

Odele has expanded into Ulta Beauty, making its shareable shower essentials available at over 1,300 Ulta Beauty stores and online, under Ulta Beauty’s Conscious Beauty offerings.

 

Odele – the phonetic translation of “å dele” which means “to share” in Norwegian – was created by Lindsay Holden, Britta Chatterjee and Shannon Kearney, with the mission of uncomplicating and democratizing the beauty space with EU formula compliant clean, premium, inclusive products for you and whomever you share your shower with. The line first launched in January 2020 DTC and at a major nationwide mass retailer and is now expanding their retail footprint with Ulta Beauty, continuing to show up where their guests are shopping.

 

“We set out to be all the things for the consumer: Gender neutral, dermatologist and pediatrician tested, cruelty free, boasting a 100% natural fragrance,” said Holden. “We have a passion for delivering an elevated, inclusive experience and premium performance at an accessible price point, and we are thrilled to showcase Odele on the shelves of Ulta Beauty, the pinnacle for all things beauty.” 

 

Odele’s range of products – formulated by hair type and texture – are vegan, dermatologist and pediatrician tested, Leaping Bunny certified and formulated without SLS or SLES sulfates, formaldehyde, phthalates, parabens, synthetic fragrances or any of the 1,300-plus cosmetic ingredients banned by the European Union.

 

Eleven of Odele’s hair care essentials will retail at Ulta Beauty; including the Volumizing Regimen, Smoothing Regimen, Moisture Repair Regimen, as well as five Stylers (Air Dry Styler, Dry Shampoo, Clarifying Shampoo, Leave-in Conditioner, Texturizing Sea Salt Spray), all under $13.