Ulta Beauty is doubling down on the fast-growing beauty-from-within category, bringing ingestible wellness brand Cymbiotika to its omnichannel platform as the retailer continues expanding the role of supplements in prestige beauty retail. The science-positioned brand will debut on Ulta.com and the Ulta Beauty app on March 15, followed by an in-store rollout to more than 1,000 locations on March 29—marking Cymbiotika’s first partnership with a national beauty retailer.
- Category deep dive: Beauty's What's On the Inside
In Q4 fiscal 2025, skin care and wellness grew to 24% of Ulta results, per the company.
On a recent analyst call coinciding with its latest financial release, president and CEO Kecia Steelman noted, "Our newly launched marketplace, a curated online offering that allows guests to explore a complementary array of beauty, wellness, and lifestyle products on ulta.com and our app; the assortment includes more than 200 established and emerging brands and 5,000 SKUs. Our wellness initiative included the addition of nearly 30 new brands in our core wellness assortment and nearly 40 new brands in our marketplace assortment, along with an expanded store presence in more than 400 stores."
(This includes a soon-to-be-announced coffee and matcha brand.)
The Cymbiotika launch builds on Ulta Beauty’s broader strategy to integrate wellness into its assortment, reflecting growing consumer interest in holistic routines that combine topical skin care with ingestible support for glow, longevity and overall well-being.
“At Ulta Beauty, we’re continuing to evolve our wellness assortment to support our guests with a holistic approach to beauty that goes beyond the surface,” said Laura Beres, vice president of wellness at Ulta Beauty, noting that the retailer’s shoppers are increasingly seeking science-backed, ingredient-transparent solutions to complement traditional beauty regimens.
Cymbiotika has developed a following around its liposomal delivery systems, designed to enhance nutrient absorption and bioavailability. According to the brand, these formulas function like “internal serums,” targeting biological pathways that topical products cannot reach.
Cymbiotika’s debut assortment will include four supplements positioned around beauty and wellness benefits: NAD+, designed to support healthy aging and cellular energy and launching exclusively at Ulta Beauty; liposomal glutathione for detoxification and radiance; liposomal vitamin C for elasticity and immune support; and a magnesium complex formulated to support restorative sleep and recovery. The brand says the lineup reflects rising consumer awareness that skin vitality is closely tied to internal systems such as collagen synthesis, detoxification and sleep quality.
The rollout will be supported by Ulta Beauty’s omnichannel marketing ecosystem, including influencer partnerships, in-store education and sampling, editorial storytelling and loyalty-driven promotions designed to encourage trial and repeat purchase. Education will play a central role in the launch, with messaging focused on translating wellness concepts—such as cellular energy, detoxification and longevity—into visible beauty outcomes.
Ulta’s move also signals continued momentum for ingestible beauty at mass-prestige retail. In 2025, the company expanded its wellness offering with supplements from Ritual, part of its broader Wellness Shop initiative highlighting clinically backed health and beauty solutions. Together, the partnerships underscore Ulta Beauty’s ambition to position itself at the intersection of beauty, health and lifestyle—an increasingly competitive space as consumers seek products that promise results both on the skin and from within.
