Ulta Beauty introduces Cloud Café and brings skincare to the drinkable beverage format

Ulta Beauty is introducing the Cloud Café concept in its stores, a proposal developed in partnership with Cloud that brings skincare to the beverage format. Inspired by K-beauty principles, the project offers functional ingredients associated with skin health through a café-like experience, where the consumption ritual is integrated into the retail space.

Fuente: https://www.globalcosmeticsnews.com/cloud-cafe-launches-at-ulta-beauty-with-ingestible-k-beauty-concept/

The concept stems from a clear idea: skincare is no longer limited to topical applications. Ingredients traditionally associated with supplements or nutrition are beginning to find their place in the beauty world, expanding how routines are built. In this context, the shopping experience is also transforming, integrating consumption, wellness, and exploration in one place.

This type of approach opens a conversation about the boundaries of skincare. Skin is beginning to be understood as a system that can be addressed from multiple angles, including nutrition and supplementation. At the same time, the physical retail space is evolving towards more experiential formats, where the customer interacts with the brand beyond the traditional product.

The integration of ingestible concepts within beauty spaces also suggests new ways to connect with the customer. The ritual expands, the time spent in store increases, and the relationship with the brand is built from different points of contact. If skincare is also consumed, where does a beauty routine really begin?

✳️ Spapreneur Approach:

This case offers an interesting perspective on how routines are built outside the treatment room. Integrating recommendations that connect internal and external care, or even creating small rituals within the physical space, can enhance the client experience. It's not about replicating a coffee shop, but about understanding how to extend care beyond the treatment itself.