We haven't raised prices since 2017.
In fact, we've lowered prices 😯
One of our brand pillars is "approachability" and we see this through our products, and the prices they are at. We want to have excellent prices, excellent quality, all with an incredibly large distribution through our Professional's, Ulta, and Online.
Here is an example with our Ingrown Hair Line. This would include core items that fit into that category.
For 2017 we had the Nude Oil ($26) and Nude Scrub ($23). For 2024 we now have the Vajacial Mask Set ($16), and Roller Rescue ($19), and Radiant Reset ($19) as additional items.
Here is what it's done to our average price point:
2017 Average Pricing
Ingrown Hair Line = $24.5 USD
2024 Average Pricing
Ingrown Hair Line = $20.6 USD which is 16% lower
Here's another example of our assortment at Ulta Beauty 🧡
2023 Ulta Assortment
Average Price = $24.50 USD
2024 Ulta Assortment
Average Price = $21.16 USD which is 14% lower
If you are wondering about the entire assortment we haven't raised prices on any product. Last year we actually lowered the price on our Body Wash and Body Cream by $2 each.
Why are we doing this?
- Consumers are rewarding us for being affordable.
- Our long term strategy isn't to be an expensive brand. We want to be in as many hands as possible.
- Our competition is raising prices, and we are winning over customers due to our high quality approach at great pricing.
Just because everyone is raising prices doesn't mean your strategy needs to be that way. Sometimes you can go an alternative route, provide great consumer value, and get rewarded like us 👊
Thank you for our Waxing Professionals for embracing us and our product line.
Thank you to Ulta Beauty for believing in us and supporting our pricing strategy!
Thank you to all of our customers for their continued support of our small, but mighty, taboo fighting, skincare brand.
#Ulta #BeautyBusiness
