Zoeva Plots U.S. Expansion With Ulta Beauty Debut

Zoeva, the brush-turned-makeup brand that started on eBay in Germany, is slated to enter Ulta Beauty. The launch is part of a major expansion into the U.S. for the brand, which until this year has been primarily distributed in Europe. Zoeva is launching online with Ulta Aug. 10, and going into 302 Ulta Beauty stores Sept. 22, according to founder Zoe Boikou. Zoeva has sold more than 18 million makeup brushes since it launched.  “It’s the first time my brand and the products will be physically available in the U.S. market,” Boikou said. “Ulta is going to be a great partner in the US. because they offer a variety of brands that are accessible, which is important to me.” Boiku started her brand, in part, because she couldn’t find makeup brushes that were affordable. “I’ve loved makeup since I was four years old,” Boikou said. “When I was in kindergarten, I remember my mom applying her eye makeup. I would stand next to her and I would look up to her while she was putting her blue eye shadow and black eyeliner and I just admired her. Once she applied makeup it transformed her into a strong and confident woman.” When she grew up, Boikou related

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