Ulta Beauty has rebranded its wellness pillar, The Wellness Shop at Ulta Beauty, into a more immersive, education-led platform – and is opening four new wellness-focused shop-in-shop boutiques to showcase this.
Now known as Wellness by Ulta Beauty, the platform has been dubbed as the “next chapter” of the US retailer’s focus on the booming wellness category.
This will also see the Space NK-owner debut its first-ever Wellness by Ulta Beauty boutiques in four US stores beginning 26 January 2026.
The concept will take the form of in-store spaces open within select Ulta Beauty locations, designed to “move wellness beyond the shelf and into consumer discovery”.
The first wellness boutiques will open in Columbus, Ohio; Short Pump, Virginia; and Peabody, Massachusetts, with an additional location planned for Naperville, Illinois, in April.
The boutiques will feature a curated mix of wellness brands, including newcomers, The Nue Co., Stripes, founded by Naomi Watts, and Playground, co-founded by Christina Aguilera, launching simultaneously within the select wellness boutique doors and on ulta.com.
“Each boutique features refreshed branding, intuitive navigation, interactive education and dedicated wellness advisors – reinforcing Ulta Beauty’s role as a trusted guide at the intersection of beauty and wellness,” an Ulta Beauty statement read.
The launch also coincides with Ulta Beauty transitioning to four simplified wellness pillars – Nutrition & Supplements, Intimate Care, Rest & Reset, and Essential Routines.
This is anchored under a new tagline, ‘find your feel-good’, alongside a refreshed visual identity rolling out fleetwide later this spring.
“Wellness by Ulta Beauty is evolving from a category into an experience,” said Laura Beres, VP of Wellness at Ulta Beauty.
“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.”
Related content:
-
Naomi Watts’ Stripes Beauty lands in Ulta Beauty and Wellness by Ulta Beauty Boutiques
- Selena Gomez’s Rare Beauty gears up for Ulta Beauty rollout
- Credo Beauty names Naomi Watts' Stripes Beauty as first dedicated menopause partner
- Rihanna’s Fenty Beauty expands retail reach with Space NK partnership