The expansion marks a significant milestone for the label, which has cultivated a dedicated following through its whimsical, fairytale-inspired design language. While the brand previously saw success with an online launch of over 60 products on Ulta.com in late 2025, this brick-and-mortar push allows customers to interact directly with items like the Strawberry Cupid Makeup Palette and the Swan Ballet Embossed Blush. The in-store presence is scheduled to remain through early 2027, signaling a strategic focus on the U.S. market, which has become the brand’s largest overseas territory.

Kaitlin Rinehart, Vice President of Merchandising at Ulta Beauty, noted that the partnership reflects a broader trend of bringing globally popular, social-media-driven brands directly to American consumers. Beyond the retail rollout, the company plans to sustain its momentum with an immersive four-day holiday pop-up in New York City this November. This event will coincide with the debut of the new Snow Ballet collection, further anchoring the brand’s reputation for high-quality, collectible packaging that has already attracted attention from industry figures and influencers ranging from Lana Del Rey to Mikayla Noguiera.