08.02.23
Le Mini Macaron – the Barcelona-based, TikTok viral nail brand with a unique mini macaron UV-shaped lamp that affords consumers the opportunity to create a salon-quality gel manicures in 15 minutes – is expanding its retail footprint.
The bootstrapped, AAPI-co-founded brand will be launching in 1,350 Ulta doors starting this month with its Pearlescence Gel Manicure Kit ($38) and Lunegloss Black Jelly Nail Serum ($11).
“It has been my dream to launch in-store with Ulta since we rolled out on Ulta.com back in 2017,” said Christina Kao, Co-CEO and Cofounder, Le Mini Macaron. “We’ve been thoughtful and methodical about an in-store roll-out because we wanted to make sure we had the knowledge and resources to do it right. ULTA has been an incredible long-term partner for us, and we look forward to expanding our relationship and getting our products into more Ulta customers’ hands.”
Pearlescence Gel Manicure Kit and Lunegloss Black Jelly Nail Serum
The Pearlescence Kit, which recreates Hailey Bieber's glazed donut manicure, originally launched as an Ulta.com exclusive in April 2023, and quickly went viral with over 1.1 million views on TikTok.
Lunegloss Black Jelly Nail Serum revitalizes and conditions nails overnight, according to the brand.
In addition to playing into trend and nail innovation, the brand's robust in-house social content creation team says it understands the recipe to viral success on TikTok and Instagram. Le Mini Macaron has generated viral videos on its own pages, resulting in millions of views. They also brief and curate their ambassadors, which has resulted in over 15 viral videos and over 80 million impressions in 2022 alone, according to the brand.
When the brand launched in Target doors in 2021, their influencer partner @YoDeebs created a Target in-store TikTok that went viral. When re-posted on Target TikTok, it generated the most viral video on their page at the time with 5.3 million views to date. The Cherry Red Kit that was featured saw a six-time lift in sales and sold out in two days.