In an in-depth interview on the Glossy Beauty Podcast, Bloomeffects founder and CEO Kim van Haaster discusses the brand's seven-year journey from founding in 2019 to landing on shelves at Ulta Beauty across 750 US stores in February 2026.
Van Haaster speaks candidly about the multi-year Ulta pitch process, the full brand redesign that preceded the successful launch, and how she used the annual Dutch tulip season as a visibility strategy to keep Bloomeffects on Ulta's radar. She also discusses the brand's roots in Dutch tulip science: every product contains the Proprietary Dutch Tulip Complex, derived from upcycled tulip bulbs grown on her husband Hein van Haaster's fourth-generation family farm in the Netherlands.
As featured on the Glossy Beauty Podcast, March 2026. Interview by Sara Spruch-Feiner.
