
The beauty industry never takes a break, and 2025 proves to be no exception. From exciting new partnerships to innovative product launches, the retail beauty space is buzzing more than ever. This year, some notable moves come from brands like Olive & June, Being Frenshe, Neom Wellbeing, and Ulta Beauty's collaboration with Instacart.
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The beauty industry never takes a break, and 2025 proves to be no exception. From exciting new partnerships to innovative product launches, the retail beauty space is buzzing more than ever. This year, some notable moves come from brands like Olive & June, Being Frenshe, Neom Wellbeing, and Ulta Beauty's collaboration with Instacart.
Olive & June's Exclusive Launch at Target and CVS
Popular at-home nail care brand Olive & June is not available in CVS and Target stores nationwide.Olive & June
Olive & June, renowned for its at-home nail care products, has taken a significant step forward by partnering exclusively with Target. The launch includes their game-changing at-home Gel System, now available at over 1,500 Target locations nationwide.
The brand's assortment of nail care essentials will also be available at select US-based CVS stores. CVS will feature over 70 of the brand's top-sellers, including polishes, press-ons, tools, and treatments.
What’s in the Launch?
- 24 Gel Shades: Featuring Olive & June’s bestselling gel polish colors.
- At-Home Kits: Exclusive kits designed to help consumers achieve salon-like manicures at home.
- Broader Market Penetration: Additional products, including nail polishes, press-ons, tools, and treatments, are debuting at CVS locations nationwide.
Why It Matters
This expansion underscores Olive & June’s efforts to make high-quality nail care accessible to the average consumer. Their affordable and easy-to-use at-home solutions resonate with the growing demand for DIY beauty routines—especially following the pandemic—while Target and CVS act as the perfect retail partner for nationwide reach.
Being Frenshe Expands Into Hair Wellness at Target
Ashley Tisdale's brand Being Frenshe taps into hair care with new product collection.PR NewsWire
Ashley Tisdale’s Being Frenshe brand is moving beyond wellness and skincare with an innovative foray into hair care. Exclusively available at Target, the new Hair Wellness line emphasizes holistic hair and scalp health through thoughtfully created rituals.
What's New?
- Three Targeted Collections: Each includes shampoos, conditioners, scalp treatments, and masks designed to moisturize, restore, or clarify.
- MoodScience Scent Technology: This proprietary feature turns showers into mood-boosting self-care experiences with scents like Lavender Cloud, Cashmere Vanilla, and Salty.
- Affordable Luxury: Products priced between $12.99 and $14.99 provide an accessible, high-quality wellness experience.
The Bigger Picture
This expansion highlights the growing trend of merging wellness with traditional beauty products. By focusing on scalp health and stress relief, Being Frenshe aligns with consumers' desire to integrate functionality and emotional well-being into their routines—all while remaining budget-friendly.
Piyush Jain, CEO of Maesa, states, "As a beauty incubator, Maesa is always looking to identify white space on the market and meet unmet consumer needs, while finding innovative ways to grow our brands. Entering the hair care category is an exciting next step for the Being Frenshe brand and a unique opportunity to be at the forefront of the hair wellness trend. The brand has been incredibly successful since launch and has brought easy wellness rituals to millions of homes in America - this expansion will accelerate the brand growth further. Maesa already has a great portfolio of brands in the hair category and this further cements the company's position as an important player in this dynamic category."
Amanda Nusz, senior vice president, essentials and beauty merchandising at Target, says, "We've seen that consumers love shopping for Being Frenshe at Target, so we're thrilled to be the exclusive destination for the brand's new Hair Wellness collection. Wellness routines are deeply personal and so important to consumers, and we know they'll love our expanded Being Frenshe assortment -- helping them build and complement their self-care routines from head to toe without having to spend a lot of money."
Neom Wellbeing Comes to Ulta Beauty
Neom Wellbeing launches it's luxury aromatherapy inspired products into Ulta Beauty stores.Neom Wellbeing
Neom Wellbeing, a UK-based luxury aromatherapy brand, has officially entered the U.S. retail market via Ulta Beauty’s Wellness Shop. Known for its natural fragrances designed to support better sleep, reduce stress, and boost mood, Neom brings expanded access to wellness-centric beauty.
What Does Neom Offer at Ulta?
- Aromatherapy Bestsellers: Products like the Perfect Night’s Sleep Mist, Real Luxury Candle, and magnesium-based body butter.
- Four Wellness Pillars: Focused on supporting better sleep, reducing stress, increasing energy, and enhancing mood.
- Eco-Friendly Luxury: Neom’s 100% natural fragrances cater to conscious consumers.
A Lesson in Strategic Expansion
This partnership reflects a savvy move to capture new audiences via physical retail. It also solidifies Ulta Beauty’s position as a forward-thinking retailer that embraces the intersection of beauty and wellness, now an increasingly critical part of the beauty industry landscape.
Nicola Elliott, Founder Neom Wellbeing states, “Well, what a milestone, Ulta Beauty is happening! I couldn’t be prouder that we are continuing to expand further in the U.S, in the 20th year of our brand. Customers will find a curated edit of Neom Wellbeing products, across our four pillars: Better Sleep, Less Stress, More Energy and Mood Boost. Neom products are designed to be incorporated into daily routines with ease, and we are excited to support Ulta customer’s wellbeing journeys!”
Isabel Malbois, CEO of Neom Wellbeing says, “Our mission is to empower customers to create moments of wellbeing and joy throughout their day, with our 100% natural fragrance products. Ulta Beauty’s dedication to meeting evolving customer needs, aligns perfectly with our vision of integrating beauty and wellness. By adding wellness brands like Neom to their portfolio, Ulta is expanding their Wellness Shop offering to help guests feel their best, both inside and out. With growing demand for our products online and in our Wellbeing Hub in New York City, this partnership provides a fantastic opportunity to connect with even more customers. Not only will we reach them digitally, but also giving the true Neom Wellbeing experience, in select stores, allowing customers to smell and feel our products firsthand.”
Lisa Tamburello, vice president of merchandising of Ulta Beauty, says, "At Ulta Beauty, we are thrilled to welcome Neom Wellbeing, a brand synonymous with comfortable luxury and holistic wellness. Our guests are increasingly looking for ways to elevate their self-care rituals, and Neom’s focus on providing products that support better sleep, reduce stress, and boosting energy aligns perfectly with that desire. By introducing Neom’s consciously-made fragrances and wellness-focused solutions, we’re excited to offer a new dimension of wellbeing that empowers our guests to feel great inside and out."
Ulta Beauty and Instacart Join Forces
Consumers can now order products from Ulta Beauty and have them delivered through Instacart.Ulta Beauty
Nothing screams convenience like same-day delivery, and Ulta Beauty’s collaboration with Instacart is no exception. This partnership allows customers to access Ulta’s extensive product catalog, with deliveries arriving in as little as an hour.
Key Features of the Partnership
- Widespread Availability: Over 1,400 Ulta locations are now integrated with Instacart’s platform.
- Full Assortment of Products: Customers can shop skin care, hair care, makeup, and more at various price points.
- Ulta Rewards Integration: Consumers can earn points on Instacart purchases by linking Ulta Beauty Rewards accounts.
"Our partnership with Ulta Beauty comes at a perfect time when millions of Instacart customers are setting new intentions, focusing on wellness, and envisioning aspirational versions of themselves," says Blake Wallace, Senior Director of Retail Partnerships at Instacart. "With Ulta Beauty's wide range of products now available on Instacart, we're giving customers more selection, convenience, and beauty options in the New Year and beyond."
"Reimagining how and where beauty lovers can shop with us has always been at the core of Ulta Beauty's mission," says Jodi Williams, Vice President of eCommerce at Ulta Beauty. "Our collaboration with Instacart allows us to meet guests in even more places, offering fast and seamless access to the products they love. With self-care top of mind in the New Year, this partnership debuts at the perfect time to help guests refresh their rituals and routines with ease."