# How to turn a no from Ulta into a yes, even if it takes 7 years

Page: https://stenobird.com/podcast/the-glossy-beauty-podcast-520172/how-to-turn-a-no-from-ulta-into-a-yes-even-if-it-takes-7-years
Text version: https://stenobird.com/podcast/the-glossy-beauty-podcast-520172/how-to-turn-a-no-from-ulta-into-a-yes-even-if-it-takes-7-years.md
Podcast: [The Glossy Beauty Podcast](https://stenobird.com/podcast/the-glossy-beauty-podcast-520172)
Published: 2026-03-19T04:00:00+00:00
Episode link: https://www.glossy.co/beauty/bloomeffects-founder-kim-van-haasters-7-year-journey-to-ulta/
Audio file: https://pdst.fm/e/traffic.megaphone.fm/DIGI8343490390.mp3?updated=1773872277
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JSON: https://stenobird.com/v1/public/podcasts/the-glossy-beauty-podcast-520172/episodes/how-to-turn-a-no-from-ulta-into-a-yes-even-if-it-takes-7-years
Duration seconds: 3007

## Resource

On this week’s episode of the Glossy Beauty Podcast, co-host Sara Spruch-Feiner sits down with Kim van Haaster, founder of Bloomeffects, to discuss the brand’s seven-year journey to Ulta Beauty. Bloomeffects officially launched at the retailer in February, but the journey was years in the making — and included multiple rejections, a brand redesign and, perhaps most compellingly, a social post that transparently documented the whole process, including those rejections. On this episode, van Haaster candidly shares how Bloomeffects reworked its packaging and assortment to turn Ulta's no into a yes, what the brand changed to get into retail (including lowering some prices) and why Ulta was so worth fighting for for Bloomeffects.

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## Transcript

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