Problem-solution focused brand IT Cosmetics, has come a long way since its launch five years ago. The indie brand recently announced its continued journey to success with its roll-out to Ulta Beauty stores chainwide after initially entering 306 stores this past fall.

“IT Cosmetics has a clinical approach to problems with solutions and is registering with our Ulta guest. We are excited about our partnership with IT Cosmetics and look forward to our future business,” said Janet Taake, Ulta’s Chief Merchandising Officer, in a statement.

“It’s important to have a partner that’s really behind us,” said IT Cosmetics CO-Founder and CEO, Jamie Kern Lima. “The support of the Ulta team, in addition to the trust we have built over the years with customers on QVC, are the major factors driving our success in-stores.”

Currently IT Cosmetics has over 100 SKU’s in Ulta stores and is planning to introduce a new product, CC+ Veil Beauty Fluid Foundation SPF 50+,exclusive to the store, in late June. The CC+ Veil aims to brighten complexion, even out skin tone, and minimize pores & fine lines.

“We try to be thoughtful about expectations customers have,” said Jamie. “We don’t launch many products. When we do, we want to make sure it solves the problem better than anything else out there.”

Outside of Ulta, other new launches for summer include a waterproof version of its popular Tightline Full Lash Length Black Mascara Primer, Bye Bye Under Eye Anti-Aging Concealer concealer and a new CC+ Liquid Lip Serum. In addition to new product launches, the brand will also continue to elevate its presence with a new infomercials partnership with Guthy-Renker, which Jamie is currently filming, and will begin airing in the fall.