Ulta is testing a store-within-a-store wellness concept, the beauty giant’s latest push into the booming wellness category
Ulta Beauty is formalizing its push into wellness with Wellness by Ulta Beauty, a dedicated store-within-a-store concept focused on education and discovery.
The new retail experience launched this week in four Ulta Beauty locations, each featuring a 300- to 600-square-foot footprint with interactive education and on-site wellness advisors, according to the retailer.
The rollout also introduces a new “Find Your Feel-Good” tagline and expands Ulta’s wellness assortment with brands including Naomi Watts–founded Stripes, The Nue Co. and Playground, co-founded by Christina Aguilera.
The move builds on a signal the beauty retailer sent to investors last summer. In August, Ulta CEO Kecia Steelman said she believed wellness could grow into a billion-dollar business for the brand over time, noting that the category was expanding faster than beauty.
Since then, Ulta’s business has continued to gain momentum. In the third quarter of fiscal 2025, the retailer reported net sales of $2.9 billion, up 12.9% year over year.
Laura Beres, vice president of wellness at Ulta Beauty, said Wellness by Ulta Beauty builds on the retailer’s 2021 launch of The Wellness Shop, evolving the category into a more experiential format.
“Our first-ever wellness boutiques will deliver discovery, education and trusted guidance together in a way that helps guests easily find what works best for them,” she said.
The concept has debuted in stores in Columbus, Ohio, Short Pump, Virginia and Peabody, Massachusetts. A fourth location, set for April, is planned for Naperville, Illinois.
Beyond retail moves, industry research has pointed to the rise of “wellness-integrated beauty,” a category that combines skincare, ingestibles and sensory experiences into everyday routines.
