What's on the shelf The company's products are already available online through Ulta. And for starters, MyChelle will have what it calls the Beauty Key Three products in Ulta Beauty stores. Those skin care items are: Going forward the company will add to that an "assortment of cleansers, exfoliators, serums, moisturizers, and sun protection," according to the press statement. Ingredient documentation MyChelle has built a reputation for corporate transparency and vetted ingredients. Continuing with that initiative, the company notes that it is "the first Ulta brand to bear the EWG VERIFIED brand mark developed to help consumers quickly and easily identify personal care products that are formulated without potentially hazardous ingredients, fully disclose all ingredients, and are created following good manufacturing practices," as mentioned in the press statement. The EWG Verified mark is reasonably new. The non-profit environmental organization launched its verified program in October of 2015.