We’re officially in the gentle skincare era. Barrier-friendly is beauty’s biggest buzzword right now, and brands are racing to soften their formulas accordingly. But one new brand has embodied gentle yet effective skincare from the get-go, pairing skin-first simplicity with serious dermatological credibility — and it’s about to make its biggest move yet. Meet Erly.
From 19 April, the dermatologist-founded brand will land on ulta.com and in 750 Ulta Beauty stores nationwide, marking its first major retail debut.
Just a few years ago, the beauty industry seemed locked in an arms race to squeeze the highest percentage of actives into a single formula. Erly co-founders Jamie Chandlee and board-certified dermatologist Dr Hallie McDonald took notice, creating the brand as a direct response to the overwhelming (and often aggressive) routines they were seeing gain traction among everyone from their own daughters to Dr McDonald’s patients. The pair launched Erly in January 2025, built around the belief that effective skincare doesn’t have to be complicated.
“Erly was created to bring skincare back to what truly matters: gentle, effective formulas that support healthy skin from the very beginning,” says Dr McDonald. “I saw how confusing and aggressive the industry had become for younger consumers and adults alike. We created fragrance-free, hypoallergenic products that respect the skin barrier and work for all skin types and ages.”
Now, just over a year after launch, Erly is stepping out from boutique shelves and founder-led pop-ups into the national spotlight. It’s a milestone for a brand in its infancy. One that signals a wider shift in what shoppers actually want: effective skincare that still feels modern, gentle, and approachable.
“At Ulta Beauty, we’re constantly listening to our guests and curating brands that deliver both real results and a sense of ease,” said Lisa Tamburello, Vice President of Merchandising at Ulta Beauty. “Erly’s dermatologist-founded roots and streamlined approach to skincare tap into a shift we’re seeing across the category — guests want effective, thoughtfully formulated products that simplify their routines without sacrificing performance. It’s a brand that makes healthy-looking skin feel within reach — grounded in credibility yet bringing a light, playful energy to the daily ritual through its modern branding and unique formats.”
At its foundation, Erly is centred on strengthening the skin barrier, with an aesthetic that sits somewhere between playful and polished minimalism.
“We dreamt up Erly to empower our community with simple formulas that can build routines — from first wash to first fine line — inspired by our motto, ‘doing less does more’,” explains Chandlee. “Entering Ulta Beauty feels like the perfect next step, meeting its skincare enthusiasts at the intersection of simplicity in skincare formulas and maximalist packaging design that is coveted and collected.”
Erly is arriving at Ulta with its full lineup in tow, including its bestselling duo: the Night Moisturizer with Peptides and Daily Dew. The Night Moisturizer with Peptides, formulated with vitamin E, hyaluronic acid, and biotin, works overnight to visibly plump, nourish and support the skin’s natural repair process. Meanwhile, Daily Dew targets hyperpigmentation and uneven tone with phloretin and niacinamide, pairing antioxidant protection with barrier-strengthening support to help improve skin clarity while defending against environmental damage.
If you can’t wait until 19 April to get your hands on Erly, the brand is already available at itserly.com, with shipping currently limited to the US.
