OFRA Cosmetics launches in 451 ULTA retail stores in US

OFRA Cosmetics has launched 451 ULTA retail stores across the US.

Previously known as the PRO MUA brand for many years, OFRA Cosmetics has a new logo, website and packaging design, in addition to a complete redesign of its image.

With the launch, the ULTA retail stores will feature a mix of liquid lipsticks and highlighters from OFRA, in addition to popular shades from collaborations with YouTube channels, KathleenLights and NikkieTutorials.

OFRA Cosmetics operations director Ayelet Faerman said: “This is a major milestone for OFRA. Building this brand from the ground up, experiencing the cycle of highs and lows, and still making it to this point only pushes my team and I to grow OFRA into something we never imagined.

“We are thankful for this partnership with ULTA and the opportunity it will give our brand to shine.”

The liquid lipstick shades that will be available at the ULTA stores include Miami Fever, Havana Nights, Verona, and Pasadena.

Highlighter shades will include the Beverly Hills 5-in-1 highlighter, Rodeo Drive, Glazed Donut, Pillow Talk, and Blind the Haters.

OFRA Cosmetics’ products are claimed to be suitable for vegans and not tested on animals. The company is a member of both People for the Ethical Treatment of Animals (PETA) and Leaping Bunny organisations.