UPDATED: All The Beauty Retail Expansions of 2023
Updated Apr. 26
Adaptogenic-based skin care and ingestible brand, Moon Juice, has launched in over 1,300 Ulta Beauty doors. The California-based brand has been available at Sephora since 2017, and is bringing 13 stock keeping units to Ulta through the retailer’s Conscious Beauty initiative and new Wellness Shop.
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Previously available only at Amazon, salons and health care providers in addition to its direct-to-consumer website, hair growth brand Nutrafol is entering 80 Sephora doors. The Unilever-owned brand harnesses a patented Synergen Complex to address causes of hair loss including aging, stress, hormone imbalance, nutrition and more.
Previously available only in dermatologist’s office, Johnson & Johnson-owned skin care brand Neostrata is hitting retail for the first time. It has launched on target.com, and is rolling out to 147 Target stores across the U.S.
Selfless by Hyram
After the brand’s surprise January exit from Sephora, skinfluencer Hyram Yarbro’s Selfless by Hyram will debut at more than 700 Target doors and target.com on Feb. 5. The brand, created in partnership with The Inkey List, also has a strong purpose-led agenda.
Celebrity-loved hydrogel mask brand Loops Beauty is debuting four stock keeping units in more than 1,500 Target stores, and online at the retailer. Actress Camila Mendes is the brand’s creative director.
Sexual wellness line Beia is entering four Neiman Marcus doors in New York, Boston, Dallas and Atlanta, and online, as part of the retailer’s sexual wellness pilot program. The vegan line bills itself as “skin care that elevates your sex life.”
New York City-based wellness center, Chillhouse, has launched its first products at retail. Press-on Chill Tips will be avaiable in five styles online at target.com and in 519 Target stores.
Algae-infused skin care brand Mara is now available at sephora.com, and will launch in 252 Sephora stores beginning March 10. The “blue beauty” brand is also sold at Anthropologie, Free People and Credo Beauty.
Peace Out Skincare
Peace Out Skincare — one of Sephora’s top selling acne brands — has come to Ulta. The brand is rolling out to 1,359 stores with six hero skus, including its newly launched Acne Day Dot.
Biotechnology-backed Ourself has entered 25 Nordstrom doors. Nordstrom joins Violet Gray, Moda Operandi and Blue Mercury as the fourth retailer to carry the brand since its direct-to-consumer launch in February 2022.
Credo Beauty has gained a new initiate. Skin care and makeup brand Iris&Romeo has launched all six of its products online and at 11 of the clean beauty retailer’s locations nationwide.
Dries Van Noten
Exactly one year after the designer’s beauty foray, Dries Van Noten’s fragrances, makeup and beauty accessories are launching at Bergdorf Goodman March 2. Also available at Saks Fifth Avenue and Selfridges, the Belgian designer’s fragrances contain at least 85 percent natural ingredients.
Digitally native grooming, wellness and period product brand, Athena Club, has come to Target. Marking the company’s first mass retail foray, Athena Club’s hair removal products, including its razor kit, wax strip kits and shaving foam, all costing $11.99 or less, have entered 1,600 doors.
Coco & Eve
Bali-inspired Coco & Eve — which claims to have grown 240 percent in the last 24 months — has made its brick-and-mortar debut at Ulta. Consumers can now shop the brand’s Sunny Honey tanning line, which includes bronzing foam, face drops and a bronzing mist at 440 Ulta stores.
Function of Beauty
Customizable hair, skin and body care brand Function of Beauty is expanding its international presence, launching in 380 Boots stores in the U.K and Ireland. The Boots product assortment will include four shampoo and conditioner bases curated by hair type, and 10 hair goal boosters that support specific hair goals.
As part of Ulta’s Sparked program, through which the retailer highlights up-and-coming brands, Hanahana Beauty has launched its shea body butter in 400 doors. Consumers can also shop the brand’s body bar and pore-detoxifying powder mask at ultabeauty.com.
Gainful’s hydrating and performance-boosting powders are shoppable at nearly all Target doors nationwide, marking the nutrition brand’s first retail partnership.
Kristin Ess Hair
Maesa-backed Kristin Ess Hair is launching in over 2,000 Walmart doors. The expansion comes weeks after the celebrity hairstylist and parent company resolved a dispute which rose last year when the former sued Maesa to reclaim the rights to her brand. Ess announced via Instagram in March that she was dropping the suit, and her eponymous brand would continue operating under Maesa.
Sephora has gained a new SPF brand; seven of Soleil Toujours’ best-selling skus have rolled out to 147 of the retailer’s doors. The “reef-safe” sun care brand donates a portion of sales to Goldeneye Foundation in Jamaica, and has planted over 50,000 corals through the partnership.
Oral care brand Boka is now available at 800 Ulta doors. Boka projects to double its business in 2023, and is the first brand powered by enamel-restoring mineral, Nano-Hydroxyapatite, to enter the retailer.
Customized candle brand Scent Lab, which launched in 2022, has made its brick-and-mortar foray at Neighborhood Goods Chelsea Market. The brand is also debuting a spring collection inclusive of a slew of new scents and a limited-edition vessel.
After securing a $25 million seed round last year, prebiotic soda brand Poppi has expanded its footprint further into retail, expanding from 18,000 doors to 30,000 doors in 2023. The TikTok-favorite brand is also set to launch at Costco this year.
Superfood-infused health and beauty brand Golde will expand Ulta Beauty’s ingestible offerings, as it will launch at 750 doors with three stock keeping units.
Bikini line skin care brand Bushbalm, which has experienced more than 600 percent revenue growth since 2020, is entering 990 Ulta Beauty doors and online.
Sexual wellness brand Bloomi, which launched at 1,000 Target doors last year, is expanding its footprint further with Saks. The Latine-owned brand’s topicals and devices are now available on the luxury retailer’s site.
Eco-friendly home and body care brand Blueland, known for its refillable powder-to-gel body wash, is doubling down on brick-and-mortar retail. The brand’s body wash will enter 250 Target doors and its toilet bowl cleaner will be available at all Costco’s nationwide.
False eyelash brand Ardell Beauty has found a new home: Sephora. The brand arrives at 300 doors with two sets of faux mink lashes exclusive to the retailer.
Gender-inclusive and sustainable period care brand August has launched in more than 400 Target doors nationwide. According to the brand, it amassed $1 million in sales its first year on the market.
Starting in May, Ulta Beauty shoppers will be able to find Jennifer Anniston’s hair care brand LolaVie on shelves, as it launches at the retailer nationwide.
Maude and Luna Daily
This month, Sephora brought intimate care offerings into brick-and-mortar stores with Maude and Luna Daily. Both brands are now available at more than 260 doors.
Act + Acre
Scalp care brand Act+Acre, which also recently launched a soft curl collection, can now be found at fast facial bar Heyday.
Emergency contraceptive pill brand Julie, which is now available in a two-pack, has doubled its retail footprint, as it enters 5,600 CVS stores and 1,500 Target stores.
Better Not Younger
Better Not Younger, a hair care brand for aging strands, has expanded its footprint with Ulta Beauty, adding six stock keeping units and securing space at more than 1,300 stores.
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