Ulta Beauty apologised Monday after sending out an email inviting customers to "Come hang with Kate Spade" as part of a promotion for the premium brand, whose co-founder committed suicide.

Some receivers objected to the email sent out on Sunday marketing Kate Spade New York's Sparkle fragrance, citing the terrible circumstances of Spade's passing.

Spade's body, along with a message, was discovered at her Park Avenue residence in New York City in 2018.

The message was chalked up to an honest blunder by the organisation. "At Ulta Beauty, our teams are human, and this was a genuine mistake with no malicious intent."

Kate Spade New York was complimented in the apology for "the delight it offers to the beauty and fashion industries."

Ulta spokesperson Eileen Ziesemer issued a statement in which she restated the company's apology to customers: "We sincerely apologise."

"Mental health is a critical and essential issue in this country that we would never take lightly," she said. "We appreciate your patience as we work to improve."

"We appreciate Ulta's apology, and they've promised us something like this won't happen again," a Kate Spade New York spokesman said over the phone, echoing the brand's statement to Adweek on Monday: "We appreciate Ulta's apology, and they've assured us anything like this won't happen again."

"Surprised to see the rude and tone deaf email subject line coming from @ultabeauty," tweeted Laura Bedrossian, a public relations specialist in New York City.

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