For its next act, Dibs is entering the complexion market with a plan to disrupt the concealer category.
Launching Thursday, The Edit Stick, $32, is a dual-ended brightener and concealer format available in 20 shades, representing the brand’s largest investment and marketing push to-date.
It will roll out exclusively across Ulta Beauty‘s 1,300-plus stores.
The launch also expands Dibs’ growing tools business with the introduction of the Duo Brush Conceal, $26.
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“Dibs has always been super intentional about the categories that we go into, and concealer was one of the most anticipated products that our customer has been asking for,” said Jeff Lee, cofounder and chief executive officer of Dibs Beauty.
“We also want to bring the value of the brand to the customer. We believe that the future of complexion is two in one, and so, like everything else we do at Dibs, it’s all multifunctional. Each of the 20 shades matches a brightener and a concealer side, so that you get the perfect pairing,” he continued.
Of the launch, Kaitlin Rinehart, vice president of merchandising at Ulta Beauty, said: “Dibs has built a loyal following by bringing fresh, approachable innovation to prestige makeup, and we’re excited to support the brand as it expands into complexion. The combination of strong product performance and an intuitive concealer-and-brightener pairing delivers something truly differentiated in the category, and we’re proud to be the exclusive retail destination for this milestone launch while introducing even more guests to the brand.”
The launch comes as the color cosmetics brand approaches its five-year anniversary as it was unveiled in September 2021 by Tula Skincare founders Ken Landis (who also cofounded Bobbi Brown Cosmetics) and Dan Reich, with Austin-based influencer Courtney Shields and former chief operating officer of A-Rod Corp Lee.
In 2023, the brand secured funding from L Catterton and in 2024, it launched at Ulta Beauty.
While the brand declined to provide a revenue number, industry sources estimate that the brand is close to reaching $50 million in sales.
“It has always been about meeting the American customer in every corner of the country where she is. I’m proud of our Idaho business, of our Iowa business, of our Nebraska business. These states do multiples of our coastal business, sometimes,” said Lee. “We are about the fun of makeup. We are not no makeup-makeup. We are makeup that’s a little extra.”
