In its first retailer partnership, pop star Becky G’s makeup brand Treslúce Beauty launched with Ulta Beauty on Monday.
Through this new partnership, Treslúce Beauty will be available on Ulta.com today and will enter 351 physical store locations on March 13. The announcement of the Ulta Beauty partnership coincides with the launch of three new products, including a new palette and lashes. First launched in June 2021, Treslúce Beauty was developed through Ipsy’s Madeby Collective incubator and was previously only available via Ipsy and DTC e-commerce.
“As a founder and creator of a brand like Treslúce, representation and inclusivity are so important to me. Ulta does an amazing job, specifically for the Latinx community, catering to us and our needs. It just felt like it was the right launching pad for us,” said Becky G, whose full name is Rebbeca Gomez.
The 25-year-old award-winning singer is known for hit songs such as “Mayores” and “Sin Pijama,” as well as acting roles in “Power Rangers” and “A.X.L.” Her music is a Gen-Z favorite and has provided some of the most viral sounds on TikTok.
Maria Salcedo, svp of merchandising at Ulta Beauty, said, “As we continue to bring culturally relevant, trend-forward brands to our assortment, we are confident our guests will embrace these products’ unique and vegan ingredients, as well as their deep, meaningful heritage.”
Treslúce Beauty is the latest Madeby Collective brand to expand beyond Ipsy into a major retailer. TikTok star Addison Rae’s Item Beauty, also developed by Madeby, launched in Sephora in August 2021. Treslúce is the third brand developed by the incubator, which also has Ipsy in-house brand Complex Culture in its portfolio.
Gomez uses inspiration from her Mexican heritage for the brand’s aesthetic and ingredients. Its brightly colored products in the eye, cheek and lip categories feature blue agave from Jalisco, Mexico. The brand also teams up with Latinx artists to create the artwork for its palettes.
“There’s so much talent out there — so many Latinx artists that are incredible that we want to work with,” she said. “It’s a personal goal and mission of mine to see just how many we can collaborate with and make sure that we’re elevating their voices.”
The new products that launched on Monday include a La Flor de Mexico palette, which was inspired by flowers from Mexico and features an illustration by Mexican illustrator Indi Maverick. It will be available for $30 on the brand’s DTC site and through Ulta Beauty. The brand is also expanding its Ilusión Premium lash assortment, with the reusable lashes retailing for $14 a set. It is also launching its Line It Up edge corrector to fix eyeliner blunders for $12.
In a crowded beauty market where celebrities are launching new brands every week, Gomez said Treslúce’s emphasis on her heritage is a key way to differentiate.
“There’s so much going on in the beauty space, and there are so many brands. The ‘why’ is very important for any brand. And that’s why our moral compass over at Treslúce was something that I spent the most time on,” she said. “I didn’t want it to just be another celebrity-owned makeup brand.”
Gomez describes her beauty aesthetic as inspired by “my Mexican-American heritage. I’ve always admired and still, until this day, practice how my tías and my mom and my grandmothers would do their makeup.” Her looks are “flexible,” going between a “no-makeup, makeup beat to a full-show glitz, glam girl. I love makeup. I’ve been playing with makeup since I was very, very young,” she said.
Since launching Treslúce, Gomez has been wearing the brand’s makeup, including products that haven’t been launched yet, in her music videos and at her performances. She tests out the products as part of the approval process.
“I am the test dummy for absolutely everything. So is my mom and so is my sister; I make them try every single formula that comes through my front door,” she said.
As for future brand expansion plans, Gomez said the brand will enter new categories, and international expansion is being considered. The brand was part of Ipsy’s expansion into Mexico, and Gomez said she is considering a standalone presence there. Other countries she is eyeing are Spain, Argentina and Chile.
“I really hope we get to make a bigger splash and impact, when it comes to Latinx representation within the beauty space,” she said.