Beauty’s Big Retail Moves: Revolution Beauty, OVERTONE and Rodan + Fields Expand Nationwide

Three leading beauty and skin care brands, Revolution Beauty (Walmart), OVERTONE (Sally Beauty) and Rodan + Fields (Ulta Beauty), have announced significant retail expansions, bringing their products to more consumers across the U.S. market. Here's what you need to know...

Revolution Beauty Expands at Walmart

British-based Revolution Beauty is increasing its presence in the U.S. market through Walmart stores and Walmart.com. With availability now in 1,878 Walmart locations, the brand has added popular products like the Skin Silk Serum Foundation, IRL Filter Finish Concealer, and Pout Bomb Plumping Lip Gloss to its offerings. The expansion reinforces the brand’s mission to deliver affordable, high-quality beauty products to a diverse audience, both in-store and online.

OVERTONE Launches Nationwide at Sally Beauty

OVERTONE, known for its semi-permanent Color Depositing Treatment Masks (CDTMs), is now available at all Sally Beauty stores across the U.S. market and on SallyBeauty.com.OVERTONEOVERTONE, known for its semi-permanent Color Depositing Treatment Masks (CDTMs), is now available at all Sally Beauty stores nationwide and on SallyBeauty.com. These ammonia- and peroxide-free masks, including fan favorites like Ginger Glow and Scarlet Red, provide vibrant, damage-free color in just 10-15 minutes. This new retail partnership makes OVERTONE’s accessible, hair-nourishing products more widely available, aligning with Sally Beauty’s commitment to trend-forward hair color solutions.

Rodan + Fields Debuts in Ulta Beauty

Rodan + Fields, the female dermatologist-founded skin care brand, is now available through an exclusive partnership with Ulta Beauty.Rodan + FieldsRodan + Fields, the female dermatologist-founded skin care brand, is now available through an exclusive partnership with Ulta Beauty. For the first time, consumers can experience the brand’s skin care at 150 Ulta Beauty stores nationwide and on Ulta.com. With this retail debut, Rodan + Fields aims to reach a broader audience, showcasing its dermatologist-developed formulas designed to address women’s unique skin care needs.