Major Beauty Brands Spearhead Retail Expansion Boom
The beauty industry is witnessing a significant wave of retail expansion in 2025, with a plethora of brands securing shelf space in major retailers such as Sephora, Ulta Beauty, and CVS. These brands are vying for consumer attention in an increasingly saturated market.
Ritual, the supplement and women’s health brand that surpassed $250 million in gross revenue in 2024, has made its way into 300 Ulta Beauty stores. Their product line includes:
- Melatonin supplements
- Prenatal multivitamins
- Women’s multivitamins
Meanwhile, K-beauty brand Torriden has launched at over 350 Sephora outlets, featuring hero products such as:
- Dive In Cleansing Foam
- Balanceful Refining Toner
Stripes, Naomi Watts’ menopause brand, has expanded to all Credo Beauty locations. In a similar vein, actress-founded Tilt Beauty has become the first brand to earn The Arthritis Foundation’s Ease of Use Certification. Tilt Beauty launched exclusively at Revolve, offering makeup priced between $16-$28.
This expansion trend underscores the urgency of brands to secure a physical retail presence as e-commerce growth plateaus and consumers revert to in-store shopping experiences. Industry analysts suggest that this retail land grab is indicative of healthy competition and innovation in the beauty sector.