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Exclusive: Good Light Brings Non-Binary Beauty To Ulta Beauty

July 18, 2022
July 18, 2022
Good Light

Back in March when David Yi, founder of gender-inclusive skincare brand Good Light and author of Pretty Boys: Legendary Icons Who Redefined Beauty (and How to Glow Up, Too), spoke on our “Evolving Beauty Beyond the Binary” webinar he declared: “Good Light is about stepping into your light, no longer being in the shadows, and really promoting yourself and not being afraid to show who you are to the world. There's a real mission behind good light, and the mission is to feel included.” Even the logo of the brand is a moth, a creature that lives and dies searching for the light.

Now Good Light is bringing its powerful message to Ulta Beauty stores nationwide, launching across 850 points of sale. “This has been a long time coming. I've been fighting for parity and the notion of beauty beyond the binary since 2016 with the launch of [online platform] Very Good Light,” Yi tells BeautyMatter. “Since, it's been a slow and steady fight to truly be seen and heard. Beauty is democratic—it is for all genders to empower themselves. But to be at Ulta Beauty, whose mission is to promote diversity on all fronts is a big moment. This signifies that the world is ready for gender-inclusivity and I cannot wait to continue this momentum!”

Ulta Beauty's VP of  Merchandising, Penny Coy, adds: “We’re thrilled to welcome Good Light as an exclusive partner to our unrivaled assortment of brands. As a brand that celebrates beauty beyond the binary, we know our highly engaged and influential Gen Z guests will love that Good Light is purpose-driven and offers clean, efficacious skincare solutions for all—the best beauty is one that knows no bounds!”

The retailer will stock all six of the brand’s products: Order of the Eclipse Hyaluronic Cream (their newest release), Cosmic Dew Water Cleanser, Moon Glow Milky Toning Lotion, We Come in Peace Microbiome Serum, New Moon Balm, and Luna Pimple Patches—all of which are sustainably packaged, cleanly formulated, dermatologist-tested, vegan, cruelty-free and made in South Korea. The products are also certified as part of the Conscious Beauty at Ulta Beauty initiative, which highlights brands leaving a positive impact on the planet and community. A percentage of all sales will directly support the youth homelessness-focused non-profit, True Colors United, an issue which disproportionately affects the LGBTQIA+ community: up to 24% of the homeless population are LGBTQIA+ youth, and 63% overall homeless population are transgender (compared to the 49% who are cisgender).

Yi describes the retail partnership as “beautiful and collaborative. Ulta Beauty is about diversity, equity and inclusion and truly putting efforts to ensure all folks are catered to! From the beginning, it's been such a wonderful and truly humbling experience. I feel so uplifted, seen, and heard by the Ulta team–they are exceptional!”

Yi sees the Ulta Beauty launch as signifying “immense growth” for Good Light in the upcoming year and beyond. “It means that we're going beyond DTC and growing quickly,” the founder adds. “It's so amazing to know that our brand, its mission, and our products are resonating and we're a beauty brand not only of the now, but of the future!”


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