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Urban Skin Rx Expands Reach to CVS and Ulta Beauty

Urban Skin Rx is significantly expanding its mass retail presence. The professional-inspired skin-care line formulated with darker skin tones in mind is set to roll out on Feb. 15 to 460 Ulta Beauty doors and ulta.com. This month the brand entered 1,750 CVS doors. Until now, Urban Skin Rx was sold only via Target and its web site. The brand launched in Target stores around this time last year. The expansion into greater distribution signifies mass retail’s growing understanding of the specific needs of the multicultural consumer set — now that comprehensive product assortments for textured hair are the norm and mass makeup brands like Cover Girl and Maybelline are unveiling wider foundation ranges, skin care is likely the next category to diversify. “I know that’s why I was brought in [to mass retail],” said Rachel Roff, founder of Urban Skin Rx and its namesake Charlotte, N.C., a medical spa, which also caters to darker skin tones and is frequented by celebrities such as Fantasia Barrino, Teyana Taylor and Taraji P. Henson. “They’re very interested in this category. In the last five to 10 years, the textured hair category just blew up, and I think [retailers] were wanting to add to the multicultural offering

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