Major Retailers Welcome Beauty Brands in 2025 Expansion Surge
The early months of 2025 have witnessed a transformative wave of retail expansions from beauty and wellness brands. Several brands have secured their spots in major retailers such as Ulta Beauty, Target, Sephora, and CVS, reshaping the industry landscape.
As per the latest retail expansion tracking by Women’s Wear Daily, wellness brand Ritual has made its way into Ulta Beauty. With its presence in 300 stores, it offers products like melatonin supplements, prenatal multivitamins, and women’s multivitamins. This supplement and women’s health brand had an impressive gross revenue surpassing $250 million in 2024.
In a similar expansion, UK-based menopause and hormone health brand Health & Her has made its products available in over 6,000 CVS stores. Their product range includes Perimenopause Multi-Nutrient Support, Menopause Multi-Nutrient Support, Weight Management and Intimacy+ Multi-Nutrient Support.
Meanwhile, fitness influencer Sommer Ray’s wellness brand, Imaraïs Beauty, has launched nationwide at Target. Their sugar-free gummy supplements address acne, bloating, and hair health concerns and are priced at $49 per month-supply pack. Additionally, Saje Natural Wellness, an aromatherapy brand, has landed at more than 200 Ulta Beauty doors. This is part of the retailer’s new Aromatherapy vertical at The Wellness Shop.
This retail expansion trend is a reflection of the growing consumer demand for accessible wellness products. It also demonstrates the diversification of offerings by specialty beauty retailers to include holistic health solutions.
Source: Women’s Wear Daily