RCMA Makeup Launches on Ulta.com After 63 Years in Pro Kits

RCMA Makeup, the professional makeup brand founded in 1963 by pioneering makeup artist Vincent JR Kehoe, has launched on Ulta.com through Ulta Beauty Marketplace. It is the first beauty retail partnership in the brand’s 63-year history. For more than six decades, the third-generation, family-owned company has been found mainly in the kits of working makeup artists, building its standing in film, television and theater without ever advertising. The Ulta.com listing opens those professional formulas to a broader consumer audience, with nearly the full RCMA range on offer.

Built Backstage Without Advertising

Until now, RCMA has been sold primarily through professional channels and the brand’s own website. Its reputation was built backstage and on set, passed between artists working in film, television and theater, where its complexion products became a quiet standard and a go-to among some of the industry’s most respected makeup artists.

Ulta Beauty approached RCMA, identifying the brand as a fit for the professional category within its curated Marketplace assortment and an opportunity to expand its professional makeup offering. RCMA welcomed the partnership as a way to connect with new customers and bring its professional-grade formulas to a new generation of beauty enthusiasts.

JR and Christian Kehoe, Co-Owners of RCMA Makeup, said:

“After more than 60 years serving the professional community, RCMA is excited to extend our formulas to more consumers. We are so proud to have built a strong reputation through the hands of professional makeup artists, rather than through paid marketing or chasing trends, by making products that truly perform. We’ve spent decades perfecting our craft, and we believe great makeup shouldn’t be reserved for professionals. We’ve been one of the industry’s best-kept secrets, and we feel it’s time to change that. Partnering with Ulta is a natural next chapter. It allows us to introduce RCMA to a new audience without changing the values, quality or family commitment to this craft that got us here.”

Family Owned and Made in California

The company remains family-owned and is run today by the founder’s grandsons.

RCMA formulates and manufactures all of its products in-house in California, where many are still poured by hand.

JR and Christian Kehoe, Co-Owners of RCMA Makeup, shared:

“For us, it was really about finding the right retail partner. What we love about Ulta is that they serve such a broad range of beauty customers, from people who are just discovering makeup to the pros themselves. That’s an authentic fit for RCMA.”

What Shoppers Will Find Online

Red Carpet Ready, co-developed with Academy Award-winning makeup artist Justin Raleigh, brings RCMA’s complexion expertise to a liquid format.

The foundation is available in 48 shades across three undertone families. The formula is buildable from sheer to full coverage, dermatologist tested, vegan and cruelty-free.

Justin Raleigh, Academy Award-winning Makeup Artist, reflected:

“RCMA has been part of my kit for my entire career, so helping develop Red Carpet Ready was personal for me. Honoring Vincent Kehoe’s legacy and what RCMA meant to him and generations of makeup artists was incredibly important. I wanted to help create something I could trust in my own work, with that same attention to performance, while making it easy for someone at home to use. Seeing it reach a wider audience through Ulta is exciting. It’s an opportunity to introduce more people to a brand that has meant so much to our industry.”

Reach Beyond the Professional Kit

The brand’s reach beyond the professional community is already evident.

Wayne Goss, Makeup Artist, Educator and Creator, stated:

“The reason RCMA Red Carpet Ready Liquid Foundation is so revelatory is that it has professional-artistry pigment that can cover a tattoo and still look like stunning, perfect skin. It’s outstanding.”

James Vincent, Makeup Artist and Educator, expressed:

“For decades, RCMA has been a trusted staple in the kits of professional makeup artists, built on performance, artistry, and an understanding of what makeup can truly do. Designed specifically for the strict demands of Hollywood celebrities and cameras, it is perfect for today’s world of selfies and social media. Launching on Ulta.com is an exciting new chapter, bringing that same professional quality and creative possibility to everyone. But accessibility is only part of the story. Education is what makes great products transformative. When we give people the knowledge, techniques, and confidence to use professional products, we’re not just introducing them to better makeup. We’re empowering them to see themselves and their own beauty in a whole new way.”

A Third Generation Takes the Next Step

Vincent JR Kehoe founded RCMA on a straightforward premise: makeup should be built around what an artist actually needs, which meant performance, versatility and a serious range of shades. More than sixty years later, the company is in its third generation and continues to manufacture to that standard, now with a retail channel that reaches well beyond the professional kit.

JR and Christian Kehoe, Co-Owners of RCMA Makeup, said:

“I think our grandfather would be incredibly proud. He dedicated so much of his life to creating makeup that artists could depend on, and seeing RCMA take this next step would mean a lot to him. He always believed quality came first, and that’s something we’ve never compromised on. There’s a real sense of responsibility to protect what he built while finding ways to move the company forward.”

RCMA Makeup is available on Ulta.com and the Ulta Beauty app.