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Small business owner lands in Ulta Beauty stores thanks to TikTok

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I never thought I'd go into business. Now my sugar wax brand is on shelves in Ulta — here's what I've learned so far

By August 2022, Sugardoh was on shelves in hundreds of Ulta stores across the US, and we did it without investors thanks to our success on social media.A lot of people think working with a retailer just means increasing the business you already have, but it's not like that at all. It's like learning a new language, and your business operations have to be really solid.

It was very chaotic because the process of getting onto Ulta's shelves moved quickly. There were so many supply chain issues that it was just all hands on deck in the six months before the August launch. There were various points when we didn't think we'd make it. The Ulta buyer fell in love with my pitch. They were so excited Sugardoh was resonating on TikTok, so I knew it was going to be a great partnership.

 

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