Top Beauty Brands Make Their Way into Major Retailers This Fall
September 2025 has seen a significant surge in beauty and wellness retail expansions across top-notch retailers. Brands such as Sephora, Ulta Beauty, Target, and CVS are leveraging the back-to-school shopping season to attract new customers.
K-beauty brand Torriden made its debut at Sephora, opening in over 350 U.S. locations. The brand’s hero products include the Dive In Cleansing Foam and Balanceful Refining Toner. In a similar vein, the TikTok-famous lip stain brand Wonderskin entered Sephora with a premium price point of $22, giving a tough competition to Ulta’s Sacheu brand priced at $14.
Meanwhile, the supplement brand Ritual, which saw a gross revenue of over $250 million in 2024, expanded its reach to 300 Ulta Beauty stores. The brand’s offerings include melatonin supplements and prenatal vitamins. On the other hand, the oral care brand AquaSonic launched in 1,400 Walmart stores nationwide, featuring electric toothbrushes and water flossers priced under $40.