Bloomeffects is entering Ulta Beauty as the retailer’s first skincare brand powered by tulips, bringing its Dutch field‑to‑formula story to 750 stores across the United States and Ulta.com starting February 22, 2026. This rollout, which includes an Ulta‑exclusive cream and a nine‑piece core in‑store lineup, marks a major scale‑up for the indie brand within prestige‑leaning skincare.
Tulip-powered skincare goes national
Founded in 2019 by Kim van Haaster, Bloomeffects is built around upcycled tulip bulbs from her family’s fourth‑generation farm in the Netherlands, using a proprietary Dutch Tulip Complex for hydration and cellular renewal. The brand’s positioning blends botanical science, sustainability, and a personal eczema‑focused development story into a clear field‑to‑formula narrative.
Moving into Ulta Beauty, the United States’ largest beauty specialty retailer, shifts Bloomeffects from niche distribution into a national platform that can reach both skincare hobbyists and casual shoppers. It also places tulip‑based skincare alongside more established ingredient stories…
like hyaluronic acid and vitamin C on the same shelves. New Ulta-exclusive Elevate Crème To anchor the retail debut, Bloomeffects is launching Royal Tulip Elevate Crème as an Ulta Beauty exclusive.
The daily cream is designed to boost skin elasticity and strengthen the moisture barrier using clinically active tripeptide, prebiotics, ceramides, and vegan mucin for a subtle satin finish. The formula continues the brand’s tulip‑first approach while adding familiar actives that seasoned skincare shoppers already recognize.
That mix helps position Elevate Crème as both a discovery product and a straightforward addition to existing routines. What Bloomeffects and Ulta are saying Kim van Haaster, Founder & CEO of Bloomeffects, said, “We’re thrilled to bring Bloomeffects to Ulta Beauty, where the customers are as skincare obsessed as we are!
We know they will love getting lost in our brand, transporting themselves to the tulip fields in Amsterdam where each of our products is literally rooted from.” She emphasized that “dreams really do bloom here,” tying personal and brand milestones together in this expansion moment…
Discussion
0 Comments
No comments yet
Start the conversation
Share your take on this story and help shape the discussion.
Sign in to join the discussion.