Ulta Beauty Expands Wellness Offerings with More Shelf Space and New Brands

Ulta Beauty Expands Its Wellness Section with Increased Shelf Space and New Brand Introductions Ulta Beauty is experiencing a surge in its wellness segment. Recently, the retailer announced a significant increase in the size of The Wellness Shop, expanding from 4-8 feet to 30-45 feet of shelf space in over 400 store locations, representing about one-third of its outlets. Additionally, fifty stores will feature upgraded displays for this dedicated wellness area. This expansion brings a host of new brands into Ulta's wellness collection, including Therabody, Ritual, Armra, Saje Natural Wellness, Hatch Mama, Revive Collagen, Nutrafol, Vital Proteins, Garden of Life, Nature’s Bounty, Mary Ruth’s, GuruNanda, Nodpod, Rael, Bloom, and Scarlet by Red Drop—brands that participated in Ulta’s Muse Accelerator program. To celebrate, the company will host masterclasses, pop-up events, and experiential retail activities across the U.S. featuring brands like GuruNanda, Saje Natural Wellness, Armra, and Nodpod. Laura Beres, Vice President of Wellness at Ulta Beauty, stated, “Wellness signifies a major cultural shift,” noting ongoing growth across nearly all categories. She added, “Our rapid exp...