Ulta Lands Exclusive Deal with DTC Brand Madison Reed

Madison Reed, a direct-to-consumer hair color company, announced Tuesday its expansion into over 1,200 Ulta Beauty stores by the end of 2019, which is now the brand's exclusive wholesale partner both online and in stores.

Madison Reed has been available at certain Ulta stores and online since 2017, according to a press release emailed to Retail Dive. With the expansion, however, Ulta will carry all of the brand's products, including hair color kits, color reviving gloss, color protecting shampoo and conditioner, root touch up powder and hair color primer.

The partnership includes a chatbot named Madi, which gives customers hair color recommendations based on computer vision technology. Ulta shoppers can text a selfie to the chatbot, answer a few questions and receive recommendations for their ideal hair color shade, according to the release.

Read more at Retail Dive.