Ulta Beauty Expands Wellness Shop with More Space and Brand Offerings

Ulta Beauty is significantly expanding its Wellness Shop, increasing shelf space from a modest 4-8 feet to a substantial 30-45 feet across over 400 store locations, representing about a third of its outlets. This expansion includes upgraded fixtures in fifty stores to enhance the shopping experience. Alongside the increased space, the retailer is introducing numerous new wellness brands such as Therabody, Ritual, 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—an entrant from Ulta's Muse Accelerator program. To celebrate, Ulta will host masterclasses, pop-up shops, and interactive events featuring brands like GuruNanda and Saje Natural Wellness nationwide. Laura Beres, Ulta's Vice President of Wellness, highlighted the cultural shift towards wellness, noting rapid growth since the COVID-19 pandemic and plans to accelerate this momentum. Since launching The Wellness Shop in May 2021, the store has seen popularity with brands like Love Wellness and Lemme, and consumer demand has driven this expansion to include categories such as oral care, sleep aids, ...