Wellness is thriving at Ulta Beauty.

On Monday, Ulta Beauty revealed the expansion of The Wellness Shop from 4-to-8 feet of shelf space to 30-to-45 feet of shelf space in more than 400 of its doors, a third of its total store count. Fifty stores will also feature new, elevated fixtures for The Wellness Shop. 

With this growth, Ulta Beauty is also bringing a slew of new brands into its wellness assortment, including Therabody, Ritual, Armra, Saje Natural Wellness, Hatch Mama, Revive Collagen, Nutrafol, Vital Proteins, Garden of Life, Nature’s Bounty, Mary Ruth’s, GuruNanda, Nodpod, Rael, Bloom and Scarlet by Red Drop, which was apart of Ulta Beauty’s Muse Accelerator program. To further celebrate this expansion, Ulta Beauty will be hosting masterclasses, pop-ups and experiences at stores throughout the U.S. with brands like GuruNanda, Saje Natural Wellness, Armra, Nodpod and more. 

“Wellness marked this fundamental cultural shift,” said the retailer’s vice president of wellness Laura Beres, noting that nearly every category continues to grow. “The growth we’ve had has been pretty fast since COVID, but going forward, we’re looking to potentially pick up the pace even more.” 

Since introducing The Wellness Shop in May 2021, Ulta Beauty has seen major success with brands like Lo Bosworth’s Love Wellness and Kourtney Kardashian Barker’s Lemme becoming guest favorites. According to Beres, consumers were requesting even more solutions, ultimately leading to this expansion, which addresses a variety of categories like oral care, sleep, period care and women’s wellness. 

With this expansion Ulta Beauty is adjusting the organization of The Wellness Shop to make the consumers’ shopping experience more convenient. Specifically, Ulta Beauty has changed the name of its supplements segment to Health From Within to reflect the larger ingestibles category. Furthermore, based on how its consumers were shopping, the Health From Within segment will now be organized by specific concerns like sleep, so solutions are easier to find. According to Beres, this format also makes consumer education easier. 

Additionally, Ulta Beauty will introduce a new category to The Wellness Shop: aromatherapy, specifically with Saje Natural Wellness, which is an exclusive to the retailer. 

“The functional fragrance movement is really interesting, and it’s science-backed now. Aromatherapy can help with symptoms related to stress and mood support,” said Beres. “It is an acknowledgement of where the market’s moved, but where consumers have moved as well… It’s a great category for the little luxuries that people look for who may not have a lot of time to dedicate to going to a spa for a massage every week.”

Additional categories in The Wellness Shop still include Relax & Renew, Feminine Care, Everyday Care and Intimate Wellness. According to Beres, women’s wellness across every age and life stage remains a major priority for Ulta Beauty, proven by this expansion, which includes fan favorites in the category like Mary Ruth’s, Ritual, Rael, Bloom and Hatch Mama. In addition, the retailer is tapping into some brands that have recently gone viral like Armra, known for its colostrum powders. 

Ulta Beauty will further highlight its wellness offerings through its front-of-store Cue the New displays and kits based on specific categories to allow customers to explore a variety of solutions.

As far as what this means for the future of The Wellness Shop, Beres said it is always evolving.

“We’re going to learn through this moment, and we’re going to see how it performs, and we’ll take it from there,” she said. “We think wellness is a massive market opportunity.”