Venus Concept Celebrates Diverse Beauty: OCOA Launches at Ulta Beauty Stores
- OCOA is the first Dominican-owned hair care brand launched in over 450 Ulta Beauty stores, enhancing diversity in beauty.
- The brand emphasizes sustainability with clean, vegan, and cruelty-free products tailored for curly hair.
- OCOA hosts community events in Pennsylvania, celebrating Dominican culture and engaging with customers through interactive activities.
OCOA’s Groundbreaking Retail Launch: A Cultural Milestone in Hair Care
OCOA, a clean curl care brand founded by Dominican sisters Cory Varona-Corniel and Nicol Varona Cancelmo, marks a significant achievement by debuting in over 450 Ulta Beauty stores and on ulta.com. This launch positions OCOA as the first Dominican-owned hair care brand available at Ulta, highlighting the growing representation of diverse beauty needs in the retail landscape. The sisters emphasize their commitment to quality and heritage, offering a line of five meticulously crafted products designed specifically for curly hair, which includes Curl Care Shampoo and Conditioner, Hydrating Curl Cream, Curl Defining Styling Gel, and the exclusive Curl Refresh + Hold Spray.
OCOA distinguishes itself in the crowded hair care market through its use of skincare-level ingredients, catering to consumers who prioritize both effectiveness and ethical standards. The brand's products are free from coconut oil and packaged in a manner that supports Ulta's five Conscious Beauty pillars, ensuring that they are clean, vegan, and cruelty-free. This focus on sustainability and inclusivity resonates with a growing consumer demand for products that not only perform well but also align with personal values. Jessica Phillips, Ulta Beauty's vice president of merchandising, highlights OCOA's participation in the MUSE Accelerator program, which aims to uplift emerging brands that reflect the diverse beauty needs of consumers today.
To celebrate its retail debut and further engage with its community, OCOA plans to host two free events in Pennsylvania this September. These gatherings will take place at Ulta Beauty locations in Lancaster and Philadelphia, offering attendees a chance to meet the founders and participate in interactive activities, including refresh stations. The events will also feature exclusive promotional offers, reinforcing OCOA’s commitment to celebrating Dominican culture while building a loyal customer base. By emphasizing community connection and cultural pride, OCOA sets a precedent for how emerging brands can successfully navigate the beauty industry landscape.
OCOA's launch at Ulta not only marks a pivotal moment for the sisters but also represents a broader trend towards embracing diversity in beauty. Their bilingual packaging and culturally relevant messaging reflect a commitment to inclusivity, aiming to resonate with a wide audience. As OCOA continues to grow, it holds the potential to inspire other minority-owned brands in the beauty sector, demonstrating that cultural heritage and quality products can successfully coexist in a competitive marketplace.
