Shhh! Listen. Did you hear that? That was the sound of things just getting real.
E.L.F. IS COMING TO ULTA.
Yes, you read that correctly! Thanks so much to longtime reader Meghan (@cupcakecore on Twitter) for letting me know that she just spotted the e.l.f. page on the Ulta website HERE.
UPDATE: there are items now listed on the site, available for purchase HERE.
Here's the full banner from that page:
As you can see when you click the page, right now there are only some sets and skincare. Hopefully more items will be added over the new few hours/days.
I'm guessing that some of you may be thinking:
"But G., why is this special? You can already get e.l.f. on their own website, and also at Target, Walmart, CVS, Kmart, Old Navy, etc. etc. etc."
To that I would say:
"You're right! But Ulta will not exclude e.l.f. from their coupons, and I'm sure they'll run sales as well, which you can combine with their coupons. Plus, how many times have you been just a dollar or two shy of free shipping on the Ulta site? Given e.l.f.'s pricing, this could come in handy the next time you need an inexpensive item to push you over the $50 free shipping threshold. Plus, as we all know by now, every purchase at Ulta earns you reward points."
Thanks again, Meghan, for the hot tip!