Scarlet by RedDrop scales into Ulta

Scarlet by RedDrop is now in more than 400 Ulta Beauty stores and on ulta.com, which means a puberty-focused period-care brand built for tweens just moved from niche shelves to a national beauty chain with thousands of weekly shoppers. The company told AFROTECH it has also reached about $15 million in lifetime revenue. (afrotech.com) That jump did not happen under its original name alone. The company launched in 2019 as RedDrop and rebranded in 2025 to Scarlet by RedDrop as it expanded from “first period” products into a broader puberty-care line for elementary, middle, and high school ages. (afrotech.com) The founders are Dana Roberts and Monica Williams, and the idea started after Roberts taught fifth graders in Atlanta and saw how little age-appropriate period education and product design existed for girls just entering puberty. AFROTECH says the brand has now reached more than 1 million teens and tweens since launch. (afrotech.com) Ulta is not a drugstore aisle where period products are an afterthought. Ulta already runs a dedicated wellness and intimate-care section online, and Scarlet by RedDrop now sits inside that larger push to sell products for periods, vulva care, and related self-care under one shopping trip. (ulta.com, ulta.com) Ulta’s site currently lists Scarlet by RedDrop as a brand with seven products, which shows this is not a one-item test. It is a fuller assortment, the kind retailers use when they want to see whether a brand can hold repeat demand instead of just win curiosity on launch week. (ulta.com) The scale has been moving fast. AFROTECH reported about five months ago that the brand was in more than 350 Ulta stores with roughly $14 million in lifetime revenue, and the newest report says that footprint has grown to more than 400 stores with about $15 million in revenue. (afrotech.com, afrotech.com) The company says direct-to-consumer sales are still its primary revenue source, with a subscription option that ships period care monthly. That matters because Ulta can widen discovery, while the subscription business gives Scarlet a steadier stream of repeat orders than a shelf test alone. (afrotech.com) Outside capital helped it get to this point. AFROTECH reported that Pharrell Williams’ nonprofit Black Ambition awarded the company $1 million in 2024, and the founders said that money helped them build the brand and scale operations ahead of the Ulta expansion. (afrotech.com) Ulta is also giving the brand a lane that is unusually specific. AFROTECH says Scarlet by RedDrop is the retailer’s only puberty-focused care brand, which gives it a clearer identity than competing head-on as just another generic pad or liner label. (afrotech.com) The retail math now gets simple. If Scarlet sells quickly in 400-plus stores, Ulta has a reason to add doors, expand shelf space, or pull the brand deeper into wellness; if sell-through slows, broad launches like this can turn into discount-channel inventory later because large chains do not like slow products sitting in prime space. (afrotech.com, ulta.com)