Major Beauty Brands Amplify Retail Footprint Across U.S. Stores
September 2025 has marked a surge in the expansion of major beauty and wellness brands across top U.S. retailers. This signifies a notable growth in the fiercely competitive beauty retail landscape.
Organic beauty brand Ogee has made its entrance into Nordstrom’s New York flagship and is set to roll out to 14 more U.S. locations this month. The brand is showcasing its popular Sculpted Face Stick blushes and contours ($40) and colored lip oil crayons ($28).
In other news, Ritual, a supplement and women’s health brand that surpassed $250 million in gross revenue in 2024, has debuted at Ulta Beauty across 300 stores. The brand’s product line includes melatonin supplements, prenatal multivitamins, and women’s multivitamins. This move has significantly broadened Ulta’s wellness category.
Adding to the list, K-beauty sensation Torriden has also launched online at Sephora and in over 350 U.S. locations. This brings its cult-favorite Dive In Cleansing Foam and Toner Pads to mainstream American consumers.
These expansions underscore the continued growth of the beauty retail sector and the brands’ drive for wider accessibility.