Ulta Beauty has expanded its wellness and beauty offerings, welcoming several new brands and exclusives to its shelves: Armra, VT-Cosmetics, Saje Natural Wellness, Ritual, Kristin Ess Hair and Nutrafol. Here’s a closer look at what each brand brings to Ulta’s growing lineup.
VT-Cosmetics Launches at Ulta Beauty with Innovative Microneedling Concept
Following its K-Beauty World collaboration, Ulta Beauty is further building out its K-beauty partnerships
For instance, Korea-based VT-Cosmetics has officially launched in more than 1,410 Ulta Beauty stores across the United States, marking its first large-scale retail rollout in North America.
Known for its viral “microneedling in a bottle” product, the brand is introducing its patented Reedle Shot microneedling skin care treatment, which reportedly delivers professional-grade results at home using biodegradable microneedles.
The U.S. expansion features nine core products, including the best-selling Vegan PDRN Essence, designed for sensitive skin. Ulta Beauty will also offer two exclusive starter kits to introduce consumers to the brand’s microneedling products.
With a strong following in Asia and more than 100 million organic impressions on TikTok and YouTube, VT-Cosmetics aims to meet growing demand for advanced, clinic-grade skin care at home.
Ulta Beauty Expands Wellness Offerings with Ritual, Saje Natural Wellness and Armra
Women's health brand Ritual has expanded its wholesale retail presence to select Ulta Beauty locations and on ulta.com, including The Wellness Shop–the retailer's curated destination for innovative wellness solutions.Ritual
Ulta's brand additions are building out its wellness offerings.
For instance, women's health brand Ritual has expanded its wholesale retail presence to select Ulta Beauty locations and on ulta.com, including The Wellness Shop–the retailer's curated destination for innovative wellness solutions.
Ulta Beauty will offer four of Ritual's supplements, including its Essential for Women 18+, Essential Prenatal, the skin support supplement HyaCera, and its patent-pending sleep support supplement, Sleep BioSeries Melatonin.
Ritual has also been certified as part of the retailer's Conscious Beauty program.
"We're building one of the most trusted brands for women's health both online and on shelves by prioritizing products grounded in science and efficacy," said founder and CEO Katerina Schneider. "Our partnership with Ulta Beauty helps us further scale that commitment, bringing our rigorous approach to clinical studies and validated results that consumers can feel confident in to the beauty wellness aisle."
"At Ulta Beauty, we're committed to reimagining how wellness shows up in beauty–making space for trusted, science-driven solutions that support our guests in feeling their best, inside and out," said Laura Beres, VP of wellness, Ulta Beauty. "Ritual's transparent approach and efficacious offerings make it a natural fit for The Wellness Shop, especially as we continue to serve more guests through every age and stage of life. From daily multivitamins to their clinically backed prenatal, we're proud to offer Ritual in a space that champions innovation, integrity, and care."
The Ulta partnership marks Saje's first-ever national U.S. retail partnership.Saje Natural Wellness
Another entrant into The Wellness Shop at Ulta Beauty is Canadian brand Saje Natural Wellness, a range of 100% plant-powered essential-oil remedies. The Ulta partnership marks Saje's first-ever national U.S. retail partnership, expanding beyond its branded storefronts.
The brand is launching in 200-plus Ulta Beauty stores and online at ulta.com. As part of Ulta Beauty’s Wellness Shop, Saje’s remedies will feature prominently on the wellness wall, with plans to roll out to 50 additional stores, reaching more than 250 locations by the end of 2025. The brand has launched with 48 products at Ulta Beauty, including exclusive items like the Aroma Halo Starter Kit, and bestsellers such as Peppermint Halo ($36), Extra Strength roll-on ($68), Sleep Well ($36), Pocket Farmacy kit ($84), and Pain Release Joint & Arthritis Cream ($42).
Finally, Armra, a wellness brand specializing in bovine colostrum, has launched at Ulta Beauty nationwide, both in stores and online. This marks the first colostrum-based ingestible in Ulta’s Wellness Shop.
Armra Colostrum reportedly supports skin, hair, gut health and overall wellness from within.
“Armra has always been about rewriting the rules by returning to nature’s original source code," said Sarah Rahal, MD, CEO and founder of Armra. "True beauty isn’t something applied, it’s orchestrated from within by the matrix of nutrients and bioactives that instruct your cells to flourish exactly as nature designed. Armra Colostrum delivers this matrix to guide, coordinate, and awaken the cellular vitality encoded within us all. Bringing Armra into Ulta Beauty’s wellness assortment opens the door for more people to reclaim their inherent brilliance, not just on the surface but woven through every cell. It marks a new chapter where beauty and wellness are indistinguishable, rooted in the rigorous biology of true health."
“At Ulta Beauty, we’re committed to evolving alongside our guests and leading at the intersection of beauty and wellness,” said Ulta's Beres. “We’re thrilled to welcome Armra to The Wellness Shop at Ulta Beauty as our first-ever colostrum ingestibles brand. As interest in beauty from within continues to grow, Armra's science-backed approach to whole-body vitality offers our guests a compelling solution to feel and look their best–inside and out.”
Kristin Ess Hair Teams Up with Madison LeCroy for Summer 2025 Stylers Collection
Kristin Ess Hair has announced reality TV star and hairstylist Madison LeCroy as the face of its Summer 2025 Stylers Collection.
Launching exclusively at Ulta Beauty, the collection will debut in all 1,450 stores on at Ulta.com.
The lineup includes five professional-grade styling products designed for everyday use, including the Ultra Light Styling Cream, Style Reviving Dry Shampoo (now available in a jumbo size), and the Dry Finish Heat Protectant Spray, which launches in stores on August 17.
With Madison LeCroy's stamp of approval, the collection combines high-performance formulas with affordable prices, bringing salon-quality results to consumers' daily routine.
Nutrafol Launches at Ulta Beauty: Hair Growth Solutions Now Available Nationwide
Nutrafol has launched its products at Ulta Beauty and Ulta.com, with in-store availability expanding to 500 Ulta Beauty locations across the United States beginning August 3.Nutrafol
The product range includes Nutrafol's best-selling hair growth supplements, such as Nutrafol Women, Nutrafol Women's Balance (for women 45 and up), Nutrafol Postpartum and Nutrafol Women’s Vegan.
Additional offerings include the brand's topical hair care products like Nutrafol Hair Serum, Shampoo, and Conditioner, as well as Nutrafol Skin, a supplement targeting acne.
This partnership marks an important step in increasing access to Nutrafol’s science-backed hair health solutions through Ulta Beauty’s expansive retail network.
"Our partnership with Ulta Beauty marks an exciting milestone for Nutrafol," said Cindy Gustafson, CEO of Nutrafol. "As wellness continues to shape the future of beauty, we're proud to lead the hair health conversation with science-backed formulas people can trust. Ulta Beauty has an incredible ability to bring elevated, clinically credible brands to a wide but discerning audience, and their commitment to innovation and education reflects the same values we prioritize at Nutrafol. With more than half of us experiencing hair thinning, Ulta Beauty's reach allows us to support even more individuals on their journey to stronger, healthier hair."
"At Ulta Beauty, we're always seeking the best of what's next in beauty and wellness," said Penny Coy, senior VP of merchandising, Ulta Beauty. "Nutrafol stood out for its commitment to quality, efficacy, and clinical credibility—values that are core to how we curate our assortment and introduce newness. Nutrafol's inside-out approach to hair wellness brings a new level of innovation to our offering. With its steadfast buzz stemming from effective results, we know our guests will be excited to shop Nutrafol across our shelves, alongside our broader beauty and wellness offerings as they build out their routines. We look forward to welcoming new and existing guests to discover Nutrafol, meeting them wherever they are in their beauty journey and providing products that meet their beauty goals."
