Vegan cosmetics line, OFRA Cosmetics, has entered more than 450 ULTA Beauty retail stores over the weekend. Known for the “OFRA Glow,” highlighters and liquid lipsticks are signature elements of the line. Using liquid-to-baked technology, OFRA highlighters, available in five shade, are created with prismatically-pigmented “pearls,” while its liquid lipsticks bring together comfort wear and long-lasting color. Available in four shades, these enticingly-scented lippies offer fully-pigmented coverage in one application.
OFRA Cosmetics prides itself on being cruelty-free and committed members of both PETA and Leaping Bunny. Its appeal to beauty bloggers such as KathleenLights, NikkieTutorials, and MannyMUA has created social media appeal for the brand, allowing it to grow exponentially without traditional marketing expenses. Calling the move in-store at ULTA a “major milestone for OFRA,” Operations Director, Ayelet Faerman, shares, “Building this brand from the ground up, experiencing the cycle of highs and lows, and still making it to this point only pushes my team and I to grow OFRA into something we never imagined. We are thankful for this partnership with ULTA and the opportunity it will give our brand to shine.”