Where Makeup Meets Play: Kim Chi Chic Beauty’s Ulta.com Launch at the Museum of Ice Cream

Stepping into the Museum of Ice Cream always feels a bit like entering a fantasy – but on Tuesday night, the SoHo space took on an entirely new kind of sweetness. Surrounded by pastel walls, glittering mirrors, and the hum of excited chatter, guests gathered to celebrate Kim Chi, drag performer and founder of KimChi Chic Beauty, for an evening that blended makeup, performance, and community.

The pop-up marked the launch of KimChi Chic Beauty’s newest products on Ulta.com, but the focus of the night felt far less about sales and far more about experience. Guests moved through the space the way you might move through a playground – guided by curiosity, color, and texture – sampling ice cream and cocktails while interacting with makeup in a way that felt playful rather than prescriptive.

That sense of freedom captured exactly what makes Kim Chi such an anchor in both the beauty and drag worlds: self-expression without rules. “When I founded KimChiChic Beauty, my dream was to break the mold and create a brand that celebrates individuality, creativity, and the transformative power of makeup,” Kim Chi shared. “The Ulta.com launch is an iconic moment for us, and I’m excited to continue to spread glam and confidence to even more beauty lovers.”

Throughout the night, makeup wasn’t presented as something to perfect or purchase, but as a creative tool – something to exaggerate, soften, transform, or reinvent depending on the moment. Known to many from RuPaul’s Drag Race, Kim Chi has built a brand rooted in the idea that your face is a canvas, and beauty is meant to be explored, not confined.

That philosophy was reflected not just in the atmosphere, but in the performance-driven approach to the products themselves. Drag artists know better than anyone that makeup has to withstand movement, sweat, time, and transformation – and KimChi Chic Beauty is clearly informed by that reality.

Three products you MUST try ASAP

Stage Proof Eyeliner

A luscious stick of matte kohl liner in the blackest black that glides on like butter. As an everyday eyeliner wearer, I’m cautious with waterproof formulas because they’re often difficult to remove — but this one delivers bold, long-lasting wear without the struggle, coming off easily at the end of the day.

Stage Proof Matte Setting Spray

After applying the setting spray and letting it set with a hand fan, my makeup stayed in place all day. A light mist is all you need, applied from a bit of distance. One drag queen at the event even recommended setting it with a hair dryer — a performance-tested trick worth trying.

Effin Sculpt Contour/Highlight Stick

I usually reach for liquid contour, but I’ve noticed it tends to fade throughout the day. This contour stick glides on with precision and blends into a soft shadow, while the highlighter helps clean up edges and brighten key areas. I was also told it doubles as an eyeshadow, making it an easy multitasker.

Beyond the products, the night felt like a reminder of what makeup can offer at its best: permission. Kim Chi creates spaces where people can show up as themselves — or as someone entirely new — without apology.

This wasn’t just a makeup launch. It was a celebration of creativity and self-expression led by someone who built a brand on not asking for permission and not striving for perfection. Kim Chi doesn’t teach people how to look — she teaches them how to create.

And that, she did.

Image Credits: Nero Media

Product Photos Credit: Ulta.com