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Salon-Luxe Goes Mainstream: Moroccanoil Joins Ulta

Plus: Paul Mitchell names Paris Hilton global ambassador

Author

Avinash Duggempudi
August 27, 2025 • Estimated Reading Time: 5 minutes

Untangled

Here's what's happening this week in the world of beauty eCommerce and haircare marketing:
- Moroccanoil lands at Ulta, activating 7,000 stylists
- Paul Mitchell taps Paris Hilton; Ulta displays incoming
- Cécred launches protective styles care for scalp health
- Skinification challenges bond-repair as gentle wins

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📌WEEKLY MUST-KNOWS

Paul Mitchell unveiled Paris Hilton as global ambassador with a multi-channel campaign spanning digital, social, and in-store, including dedicated Ulta displays and pro-stylist spotlights via XO Your Pro. The collaboration fuses Y2K star power with retail execution and a philanthropy tie-in to the LA Wildfire Relief Fund. Anticipate content-driven traffic spikes and increased demand for featured SKUs in Ulta.

Beyoncé’s Cécred introduced a scalp-first collection for braids, twists, weaves, and extensions, designed to cleanse, hydrate, and reduce buildup without disturbing styles. The line addresses long-overlooked maintenance needs for protective styles, aligning cultural resonance with functional innovation. Brands competing in textured hair should expect rising consumer expectations for gentle, style-safe maintenance.

RETAIL DISTRIBUTION
Moroccanoil Expands Into Ulta Beauty Nationwide
Moroccanoil is rolling out across 800 Ulta Beauty stores and Ulta.com, engaging 7,000 in-store stylists through education and services. The move blends salon heritage with prestige retail scale, expanding trial while deepening pro credibility. Expect heightened competition for premium shelf space and co-op dollars in prestige hair.

🗣️ LEADING VOICES

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⚡QUICK READS

Skinification Challenges Bond-Repair Dominance: Glossy flags consumer fatigue with rigid bond-builders as brands push gentler, skin-care-led actives; expect messaging pivots from “repair” to “resilience” and “long-term hair health.”(More)

Value Hair Bundles Brand Enters With Party Launch: Luxurious Hair’s budget-friendly bundles target price-sensitive consumers, signaling ongoing demand for affordable glam and offline experience-led discovery.(More)

Hask Pushes Clean-Performance With Tech Edge: Profile spotlights AI diagnostics, bio-fermented actives, and EWG-aligned transparency, underscoring consumer pull for clean formulas without sacrificing results.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division