Erly launches at Ulta Beauty with simple, giftable skincare for teens

A fragrance-free skin-care line built for teens and sensitive skin just landed in 750 Ulta Beauty stores and online, giving gift buyers a simpler option than the actives-heavy routines that can overwhelm younger faces. Erly’s April 19 launch is its first major retail partnership, and the rollout covers all seven SKUs, from a $24 cleanser to $42 moisturizer.

That matters because Erly was designed as a reset, not a regimen marathon. Founded in January 2025 in Austin by Jamie Chandlee and board-certified dermatologist Dr. Hallie McDonald, the brand was bootstrapped by two friends and mothers who saw patients and their own daughters getting pulled into overly complicated routines too early. The formulas are fragrance-free, hypoallergenic and built to support the skin barrier, a practical brief that makes the line feel especially relevant for teens, tweens and anyone shopping for reactive skin.

Dr. McDonald described the brand’s mission as “a reset for skincare” with fewer steps and less noise. That restraint is the point. In a category crowded with exfoliating acids, strong retinoids and viral treatment serums, Erly is aiming at the opposite end of the spectrum: cleanser, serum and moisturizer basics that are easy to understand, easy to use and far less likely to intimidate a first-time skin-care user.

Ulta’s reach gives the launch additional weight. The retailer has more than 1,500 locations nationwide and has made skin care a core category, with guidance that centers routines on cleansing, moisturizing and sun protection. Lisa Tamburello, Ulta Beauty’s vice president of merchandising, said the brand fits a broader shift in which shoppers want thoughtfully formulated products that simplify routines without sacrificing performance.

The packaging helps too. Erly worked with illustrator and graphic designer Lotta Nieminen on bright, playful visuals that make the line feel collectible as well as functional, which is part of the gift appeal for Gen Alpha, Gen Z and even millennials buying for younger sisters, daughters or nieces. The lineup includes Daily Dew Illuminating Serum at $38, Daily Soothe Calming Serum at $38, Night Moisturizer with Peptides at $42 and Face Foam Gentle Facial Cleanser at $24.

Erly has already drawn recognition from NewBeauty and Beauty Independent, and the brand is planning The ERLY Scholarship alongside a refreshed ambassador program, The ERLY Collective. For gift buyers, the appeal is straightforward: this is skin care that looks polished, feels thoughtful and reads as safe rather than trendy, which may be the most useful luxury of all.