Bloomeffects, the field-to-formula skincare brand built on upcycled Dutch tulip science, launched in 750 Ulta Beauty stores in February 2026, marking the culmination of a four-year persistence story. Founder and CEO Kim van Haaster spent approximately three to four years pitching Ulta before being accepted, publicly sharing the rejections along the way — including Ulta's feedback that the packaging was "old-fashioned" and not dot-com friendly. Bloomeffects undertook a full brand redesign before successfully relaunching its pitch.
The Ulta launch features a nine-product in-store assortment anchored by bestsellers including the Royal Tulip Hydrating Bi-Phase Tonic, Tulipscreen Dew Serum SPF 50, and the Black Tulip Regenerative Brightening Serum. Every Bloomeffects product contains the Proprietary Dutch Tulip Complex, a clinically tested extract derived from upcycled tulip bulbs harvested from the van Haaster family's fourth-generation farm in the Netherlands.
As featured in Forbes, February 2026. Written by Celia Shatzman.
