Ayesha Curry‘s Sweet July Skin has secured a new retail partner.
The Caribbean-inspired beauty brand, established in 2023 as an extension of Curry’s existing lifestyle business, is now offering select items from its ingredient-driven product menu — which includes face oil, vitamin C serum, cleanser, eye cream, lip care and more — on Ulta.com.
This marks the expansion of Sweet July Skin’s digital footprint, following its launch on Amazon and Thirteen Lune three years ago. “We waited a really long time for this,” Curry told WWD. “Our entire ethos the whole time was to stay true to who we are as a brand. We came from very humble beginnings. I wanted to create this line for myself and for other people, and to be able to shine love on this beautiful island that my heritage is from. To now have a partner like this to spread the word about these products that we love, and now other people will love too, is a dream come true.”
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Since launching Sweet July Skin about two years ago, the 36-year-old entrepreneur has transformed natural remedies and rituals into skin care that evokes a sensory experience, physically and mentally. Curry’s original motivation in beauty stemmed from her history with problematic skin and her long-standing love of Jamaican food. Infused with the rich aromas of Caribbean superfoods, each product is an homage to her home.
When contemplating her brand’s next move, Curry said she prioritized integrity over growth. “The gut reaction when you start a business is we gotta grow, we gotta grow, we gotta grow. For us, we try to take a different approach and build a rapport with our consumer, and to tell our story to solidify our place in this market, because it is so saturated. But we do believe that there’s space for everybody if you have a story to tell, so for us, being able to take the time to tell that story and build trust with our consumer has been important,” Curry said.
In taking a closer look at the core consumer base, Curry was confident Ulta was the right partner. “When we laid everything out, it was the perfect place,” she said, crediting the retailer’s “user-friendly” system as a key factor in the decision-making process. “We wanted to create convenience for our consumers and to be accessible. To have that power, to be able to amplify that storytelling, and bring a little bit of Jamaica into everybody’s homes, it’s thrilling.”
As the brand broadens its audience, Curry is doubling down on the core Sweet July Skin essentials, debuting a new Vacation Skin Starter Set — including the bestselling Pava Exfoliating Cleanser, Pava Toner and Castaway Cream — exclusively with Ulta. In addition, she hopes to leverage the retailer’s brand portfolio for a few collaborations down the line. “I’m excited to be a part of the family for that reason, and to have the support to help us amplify our story out into the public,” she said.
