Major Retailers Welcome Beauty Brands: The Biggest Expansions of September 2025
September 2025 is shaping up to be a milestone month for beauty retail expansions. Multiple brands are making significant strides into leading retailers across the United States. Industry reports indicate that several high-profile beauty launches are revolutionizing the retail landscape.
Organic beauty brand Ogee has made its debut in Nordstrom’s New York flagship and plans to extend to 14 additional U.S. locations within the month. Known for its $40 Sculpted Face Stick blushes and $28 colored lip oil crayons, the brand epitomizes the rising trend of clean beauty in luxury retail.
Simultaneously, Ritual, a supplement and women’s health brand that surpassed $250 million in gross revenue in 2024, has made its way into Ulta Beauty. Their products are now available in 300 stores.
Not to be left behind, K-beauty brand Torriden is broadening its reach. It’s now available at Sephora online and in over 350 U.S. stores.
The wave of expansion also sees Australian beauty brand MCoBeauty launching online at Target. An in-store rollout is planned for February.
These strategic moves reflect retailers’ sustained faith in the beauty sector and consumers’ craving for diverse beauty options.