Camille Rose — one of the largest Black-owned hair-care brands in the U.S. today — is not new to mass retail partnerships, as it has existing relationships with retailers like Target, Sally Beauty, CVS, and more.

After being in business for over 10 years, Camille Rose has announced today that it has scored its most distinguished partnership deal to date with Ulta Beauty, launching in both physical U.S. stores and online, according to Glossy.

Retail Brew reports that after becoming the most-requested brand from Ulta shoppers, the retailer reached out to form the new partnership.

“Ulta will heighten our awareness and provide a different consumer, one who may be more ingrained in the beauty experience,” founder Janell Stephens told the outlet.

The news of this new partnership arrives after Ulta announced a grand diversity plan to do a bigger push behind Black-owned beauty brands and double the amount of brands stocked at its store locations.

Similar to the retailer’s action plan, we’ve seen a huge surge of support across the beauty industry calling for more Black-owned brands to be displayed at the forefront of the beauty space. Especially after initiatives like Pull Up for Change and the 15% Pledge were launched following the resurgence of the Black Lives Matter movement protests last summer.

As a result, Glossy shares that Camille Rose now joins the 15 Black-owned brands that are already on Ulta store shelves, including Uoma Beauty, Juvia’s Place and Briogeo.

“I’m so excited to be here because I know consumers like myself shop at these stores,” Stephens tells Glossy. “They want to make sure when they bring brands like myself to their stores, they’re not just putting them on a shelf; they want to set them up for success. To have a brand like mine that is a premium natural hair brand that serves the needs of different textures — it’s a perfect partnership, and I can’t wait to continue to grow in the Ulta Beauty chain.”

In addition to this partnership, Camille Rose will also be featured on a full back page in Ulta’s circular ad and promoted to Ulta’s email list.