The third-generation, family-owned brand enters beauty retail for the first time, opening six decades of professional formulas to a broader consumer audience
CAMARILLO, Calif., Nov. 6, 2026 /PRNewswire/ — 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, RCMA has been found primarily in the kits of working makeup artists, available through professional channels and the brand’s own website. The company has never advertised. Its reputation was built backstage and on set, passed between artists working in film, television and theater, where its complexion products quickly became a quiet standard and a go-to among some of the industry’s most respected makeup artists. Through word of mouth and generations of professional use, RCMA has cultivated a loyal following within the makeup artist community, earning its place as an enduring industry insider favorite.
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 with a brand trusted by makeup artists for decades. Recognizing the chance to introduce its high-performance products to a broader audience, RCMA welcomed the partnership as a way to connect with new customers while bringing its professional-grade formulas to a new generation of beauty enthusiasts.
“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,” say JR and Christian Kehoe, Co-Owners of RCMA Makeup.
RCMA formulates and manufactures all of its products in-house in California, where many are still poured by hand. The company remains family-owned and is run today by the founder’s grandsons.
“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,” the Kehoes continue.
Nearly the full RCMA range will be available on Ulta.com, including the brand’s cult-favorite No-Color Powder, 5-Part Palettes, Summer Lights Illuminating Balms, and its latest launch — the Red Carpet Ready Multimedia Liquid Foundation.
Red Carpet Ready, co-developed with Academy Award-winning makeup artist Justin Raleigh, brings RCMA’s complexion expertise to a liquid format. It is available in 48 shades across three undertone families. The formula is buildable from sheer to full coverage, dermatologist tested, vegan and cruelty-free.
The brand’s reach beyond the professional community is already evident. Makeup artist Wayne Goss, whose audience numbers in the millions, recently called Red Carpet Ready the best liquid foundation he has tried.
“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.” — Wayne Goss, Makeup Artist, Educator & Creator
“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.” — Justin Raleigh, Academy Award-winning Makeup Artist
For makeup artist, educator and longtime RCMA collaborator James Vincent, the opportunity extends past availability.
“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.” — James Vincent, Makeup Artist & Educator
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.
“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,” add the Kehoes.
RCMA Makeup is available on Ulta.com and the Ulta Beauty app.
About RCMA Makeup
Founded in 1963 by makeup artist Vincent JR Kehoe, RCMA (Research Council of Makeup Artists) creates high-performance makeup developed to professional standards. The brand formulates and manufactures its products in-house in California, where many are still poured by hand, and remains family-owned and operated in its third generation. RCMA is Leaping Bunny certified and PETA certified cruelty-free and vegan. For more information, visit rcmamakeup.com.
Media Contact
Elliott Case | Pure Imagination PR | [email protected] | 267.566.8884
SOURCE RCMA Makeup
