Soshe, the refillable clean makeup brand, is entering the complexion category with a debut across more than 700 Ulta Beauty doors.
Complexion is the brand’s boldest step yet, moving from color cosmetics into foundations and concealers where texture, shade range, and wear time decide a product’s fate.
The refillable architecture carries over: customers keep the outer case and replace the inner cartridge, a model that reduces packaging waste at a moment when beauty shoppers are scrutinizing environmental claims.
The rollout will test whether refillable formats can scale beyond niche prestige into mainstream retail traffic.
If the complexion line performs, Soshe’s next moves will likely follow the same playbook: clean formulas, reusable hardware, and a retail partner with national reach.
The launch marks a significant expansion for the label, which built its name on refillable formats and transparent ingredient lists.
Retail placement at Ulta gives Soshe access to a mass-premium audience that has shown growing appetite for clean formulations without the price premium of luxury counters.
