All the beauty and wellness retail expansions of 2025.

October

Women’s wellness company Arrae has entered Target with its bestselling supplements like Tone and Debloat. This news follows the brand’s recent partnership with Pamela Anderson for its new metabolic supplement for women 45-plus. 

Functional mushroom company Alice Mushrooms has entered 811 Target doors and 355 Whole Foods doors. This company, expected to grow its wholesale retail sales by 250 percent this year, is also available at Erewhon, Sprouts and Urban Outfitters. 

Cymbiotika, best known for its liposomal supplement packets, is now available at all Target stores. With this, the brand has also reached $200 million in sales over the past 12 months. 

Viral creatine gummy company Create can now be found at Target. The company has sold over 100 million gummies since its 2022 launch and has grown 5x each year. 

TikTok-favorite brand Nello, known for its magnesium- and ashwagandha-infused powder-to-drink Supercalm, is now available at Walmart. The brand first launched in retail at Target in April, following explosive growth on TikTok Shop. 

Electrolyte powder Cure Hydration is now available at Ulta Beauty, as the retailer doubles down its health offering via The Wellness Shop. 

Japanese-inspired wellness brand Apothékary has launched at 340 Whole Foods doors with several of its bestselling tinctures, including Blue Burn and Sugar Kick. The company, expected to reach $30 million in sales this year, is also available at Ulta Beauty and Sprouts. 

Women’s health supplement brand Ritual, which has exceeded $250 million in sales, has entered Walmart. In addition to this, founder Kat Schneider recently released her book “Help Your Self,” a guide to living well.

September

TikTok-viral, peel-off lip stain brand Wonderskin is now at Sephora online and in select doors. The brand operates successful businesses on both Amazon and TikTok Shop, and its biggest competitor, Sacheu, sells at Ulta Beauty. (Wonderskin sits at a higher price point at $22 for a lip stain, versus $14 for a Sacheu stain).

Oral care brand AquaSonic is now available in 1,400 Walmart stores nationwide. Known for its electric toothbrushes and water flossers priced under $40, the 2017-founded brand is also rolling out two new products exclusively at the retailer.

Oribe, previously only available online at Sephora since partnering with the retailer in 2021, has now entered roughly 50 Sephora stores in cities across the U.S. including Los Angeles and New York.

Feminine care brand Winx Health is now available at Walgreens. Founded in 2019, the brand is known for its UTI test and treatment kits, morning-after pills, pregnancy tests and other products. Walgreens is its first nationwide retailer.

Brazilian-inspired body care brand, Gente, is now available online at Nordstrom and in its flagship New York store. Six of the brand’s products are sold at the retailer, including its $16 body gua sha and $32 Bye Bye Cellulite Firming Cream.

Annemarie Börlind has launched online at Dillard’s and in 10 stores nationwide. The German natural skin care brand’s assortment at the retailer includes its $70 Naturoyale Silky Cleanser, the $60 Natucollagen Plumping Lip Serum and more.

Fara Homidi has launched her full cosmetics line in three Sephora doors in New York and San Francisco, marking the brand’s first brick-and-mortar launch at the retailer. The brand is best known for its lip and eye compacts, and most recently debuted a $46 plumping lip oil.

Stripes, the menopausal beauty brand founded by Naomi Watts, is now available at Credo Beauty online and in all stores. The brand’s assortment includes The Full Monty body oil, Vag of Honor intimate area hydrator and more.

Ayurvedic beauty brand Ranavat has debuted at Space NK, entering 10 U.K. doors and online. The brand is known for its saffron-infused skin care offerings, and has reportedly sold 250,000 of its $135 Brightening Saffron Serum to date.

Regenerative skin care brand Sweet Chemistry is entering Violet Grey. Launched direct-to-consumer in 2023, the range includes four products priced from $135 for its serum and creams to $170 for its Reparative Oil-Serum Infusion.

Sustainable personal care brand, Commune, has entered Australian retailer Mecca Beauty online and in-store. The U.K.-based brand’s products include hand and body creams, candles and solid perfume priced from 35 pounds to 95 pounds.

Lanolips, the lanolin-based multipurpose balm brand, is now available at Walgreens online and in 7,700 stores. Industry sources estimate the brand could do $1 million in sales during its first six months at the retailer.

Range Beauty, a makeup line formulated for people with acne and eczema, has entered nearly 100 Sephora doors. The brand is backed by Emma Grede following its 2022 “Shark Tank” appearance, and is best known for its $33 hydrating foundation.

Parëva Beauty, which was launched earlier this year direct-to-consumer, is launching its trio of longevity-boosting products at Cult Beauty and in 16 Credo doors. The brand features a hero Molecur 3 ingredient, which is powered by plant stem cells and targets inflammation and UV damage.

Los Angeles-based body care brand, Salt & Stone, is expanding its U.K. footprint with a launch at Space NK. Known for its deodorants — which retail for $20 and sell one unit at Sephora each minute — the brand reportedly saw triple-digit growth in 2024, surpassing 1 million orders that year.

Sleepy Tie, known for its blowout-preserving hair accessories, is entering Revolve. The TikTok-viral brand’s offerings include shower caps, bonnets and its signature Sleepy Tie, priced under $35.

August

Naomi Watts’ menopause solutions brand Stripes is now available at Credo Beauty with its The Full Monty, Vag of Honor, Oh My Glide, The Inside Addition, The Crown Pleaser and The Dream Date. Stripes is Credo’s first menopause-focused brand. 

Fiber-forward supplement brand Bio.me, cofounded by former Vital Proteins global marketing director Shannon Race, has entered 500 Whole Foods doors with its Daily Prebiotic Fiber in chocolate and unflavored, Psyllium Husk Fiber in lemonade and Daily Synbiotic. 

Hormonal support supplement company Bond has entered more than 435 Whole Foods doors with its Daily Balance, Cycle Care and Myo & D-Chiro Inositol. Bond was cofounded by former Vital Proteins chief marketing officer Caryn Johnson and has received investment from Vital Proteins founder Kurt Seidensticker. 

July

Aromatherapy brand Saje Natural Wellness has landed at more than 200 Ulta Beauty doors. Ulta Beauty launched its new Aromatherapy vertical at The Wellness Shop with Saje Naturals, which is exclusive to the retailer.

U.K.-based menopause and hormone health brand Health & Her has entered more than 6,000 CVS doors. The lineup includes Perimenopause Multi-Nutrient Support, Menopause Multi-Nutrient Support, Weight Management and Intimacy+ Multi-Nutrient Support.

Harlem Perfume Co., a member of the 2024 Sephora Accelerate class, has launched online at Sephora. Two new scents, Showgirl and Golden Muse, will be available at the retailer as well as fan-favorite Langston Eau de Parfum, all of which retail for $140.

Gen Alpha skin care and fragrance brand Evereden has entered all Sephora Canada doors. The brand’s cleanser, toner pads, multivitamin face mist and hair and body fragrance mists, all priced under $30, will be available at the retailer.

Jonathan van Ness’ JVN Hair is now available at Ulta Beauty. Among the styling and hair care products at the retailer are the Essential Dry Shampoo, $28, and the Revive Rapid Repair Bond Gloss, $36.

Tilt Beauty, the accessible beauty brand launched in February, is making its first retail foray at Revolve. Tilt is the first beauty brand to earn The Arthritis Foundation’s Ease of Use Certification, and features a range of makeup products priced between $16 to $28.

Acne care brand Banu Skin has launched online at Sephora with a Chamomile Jelly Cleanser, a Blemish Control exfoliating serum and a Sulfur Spot Treatment, priced at $30 to $50. The brand was founded by 2024 Sephora Accelerate member Roz Samimi.

Organic beauty brand Ogee has entered Nordstrom’s New York flagship, and will roll out to 14 additional U.S. doors in September. The brand is best known for its Sculpted Face Stick blushes and contours, $40, and its colored lip oil crayons, $28.

Ritual, and supplement and women’s health brand which surpassed $250 million in gross revenue in 2024, has entered Ulta Beauty. Offerings, available in 300 stores, include melatonin supplements, prenatal multivitamins and a women’s multivitamin.

K-beauty brand Torriden is now available online at Sephora and in more than 350 U.S. doors. The brand’s hero products include its Dive In Cleansing Foam and Toner Pads, developed for dry skin, and its Balanceful Refining Toner and Serum, meant for combination and oily skin.

Clean insect repellent brand Mimikai is now available at Credo Beauty. The brand was launched in 2025 and features a range of mosquito and tick bug sprays priced under $20.

Botanical-based skin care brand Sky Organics has entered 500 Whole Foods stores. Best known for its assortment of organic oils — from castor to rosehip to rosemary — the brand also sells at CVS Pharmacy, Walmart and Walgreens.

June

Lo Bosworth’s Love Wellness has entered 5,800 CVS stores nationwide with its The Killer, Intimate Skin Support Spray, pH Balanced Cleanser, Comfy Cream, Good Girl Probiotics and Bye Bye Bloat. Love Wellness is also available at Target, Ulta Beauty, Walmart and on QVC. 

Brazilian hair care brand Lola From Rio is going big on U.S. retail. After entering Walmart and CVS Health-owned discount retailer Navarro earlier this year, the 2011-founded brand is now entering select Sally Beauty doors in Florida.

Origins is the latest brand in The Estée Lauder Companies’ portfolio to launch on Amazon. Among its products now available on the platform are the GinZing Brightening Eye Cream, $39, Mega-Mushroom Relief & Resilience Soothing Treatment Lotion, $46, and more.

Destination-inspired hair and body care brand Shampoohotel has launched at Ulta Beauty online and in 500 stores. With each full-sized product priced at $15, the brand offers shampoos, conditioners, body washes and the like inspired by locations such as Miami, Marrakesh, Rio and Paris.

Megababe is adding CVS to its retail lineup. The brand, best known for products like its Thigh Rescue anti-friction stick, $14, and its hemorrhoidal treatment Butt Stuff line which launched last year, will enter more than 5,000 CVS doors across the U.S.

Following its recent expansions to roughly 700 The Vitamin Shoppe doors and more than 1,500 Walgreens doors, Revive Collagen is entering Ulta. The 2020-founded, U.K.-based brand offers liquid marine collagen satchels which retail for roughly $60 for a 14-day supply.

C.O. Bigelow has added World of Oils to its assortment. Launched in 2024, the brand features organic argan, apricot, rosehip and blue tansy oils. Intended for multipurpose use — hydration, scar reduction, hair growth — each oil retails for $40.

Silverist, the hair care brand for natural gray hair, has launched online at Credo Beauty and entered 15 of the retailer’s stores. Founded by Evelyn Wang, who previously held senior leadership roles at Milani Cosmetics and L’Oréal Paris, the brand has reached six-figure sales since its 2024 launch.

Plastic surgeon-founded NakedBeauty MD has made its first retail foray via Violet Grey. The expansion coincides with the launch of the brand’s third product, a Growth Factor Eye Therapy Serum which retails for $180.

New York-based personal care brand Bravo Sierra has launched at C.O. Bigelow. The brand, which relaunched last year, is best known for its aluminum-free deodorants, which retail for $20, as well as its body cleansing bars and hair styling paste, $22 and $19, respectively.

TikTok-viral temporary tattoo brand Inked by Dani has entered Target. The brand, founded a decade ago from Dani Egna’s University of Southern California dorm room, will offer its $12.99 Feel Good Pack in 396 of the retailer’s doors and at Target.com.

Dermatologist-founded Skintensive has launched online at Costco with its hero Bruise Cream, which retails for $29.94 and is available via a two-piece set at the retailer. The brand, which specializes in sensitive and aging skin, is also available online at Target and Amazon, and at dermatology offices.

Also at Costco, Indie Lee has entered more than 70 doors with a two-piece set of its bestselling CoQ-10 Toner, retailing for $29.99. The clean skin care brand was acquired last year by American Exchange Group for an undisclosed sum.

Allies of Skin is now available at Neiman Marcus online and in three doors in California. The brand’s offerings at the retailer include its Multi Peptides & GF Advanced Lifting Serum; The One SPF 50 Invisible Sunscreen Gel and more.

Nordstrom has added Grown Alchemist to its online assortment. The plant-powered brand, founded in 2008 in Australia, has launched 29 bestsellers on the retailer’s website, including its Restorative Hand Cream, $26, and its Energize Body Cleanser, $46.

Dossier, the TikTok-viral fragrance brand known for its “dupe” offerings, is now available at CVS Pharmacy. Eight of the brand’s bestselling scents, including Floral Lavender, which retails for $29 and is inspired by YSL Beauty’s Libre Eau de Parfum, have entered 1,400 stores.

Australia-based body care brand Biotyspa has launched online at Sephora Australia, and is slated to soon enter select doors. Founded in 2016, the brand is best known for its $147 Body Sculpt Kit, which includes a body wash, oil and a silicone body sculpting cup.

May

Modern disposable brief brand Hazel, cofounded by product designer Aubrey Hubbell, has launched in 302 Target doors. The design-forward incontinence company is now in over 1,000 retail doors nationwide, including Wegmans, Meijer and Giant Foods.

Women’s health supplement company OPositiv has landed at Walmart. The brand, which has solutions from menstruation to menopause is also available at Target. 

Lactation support brand Legendairy Milk has launched at 1,600 Walmart doors, as well as on Walmart.com. The lineup includes the brand’s bestsellers, like its She’s Sleepy drink powder.

April

Beauty-enhancing energy drink brand Gorgie is now available at 863 Target doors. The drinks, which feature green tea caffeine, biotin, B vitamins and L-theanine, are available in tropical punch, watermelon splash, peach tea and mango burst. 

Nontoxic cleaning brand Branch Basics is headed to Target. The brand is best known for its cleaning concentrate which when mixed with water can create a variety of solutions from multipurpose to a glass cleaner spray. 

Personalized supplement brand Bioniq is now available at Remedy Place locations, expanding its access to customers in the U.S. Guests can opt in for biomarker testing via Remedy’s program Meridian and then receive customized Bioniq supplements based on their needs.

Hydration brand Cadence, known for its canned beverages and electrolyte sachets, is now available at The Vitamin Shoppe. With this retail expansion, the brand also introduced a new flavor partnership with Raw Nutrition: Watermelon Mojito.

Replenza, which offers supplements to support GLP-1 users, has launched at CVS. It is also available at Walmart and Publix, as well as on Amazon.

March

Kourtney Kardashian Barker’s Lemme has launched on online platform iHerb. This expansion marks a significant shift for the brand, as it is now available in most countries globally. 

Red light therapy device brand Solawave is entering 610 Ulta Beauty at Target stores. Best known for its $169 4-in-1 Radiant Renewal Skincare Wand, the brand has been a significant driver of at-home beauty device sales, per Daash Intelligence.

Charlotte Tilbury has landed at Bluemercury. Starting at $7 for a lip/eye pencil sharpener to $150 for each of its emotion-inspired fragrances, the brand’s makeup, skin and scent offerings are now available in 33 doors.

Dr. Whitney Bowe’s eponymous skin care range has also entered Bluemercury, launching in 25 doors. Products range from $36 for the Bowe Glowe Cleanser to $99 for a 0.1% Retinal Firming Treatment.

Skin care brand Matter of Fact is entering the professional channel for the first time via select Cosmoprof locations and online at cosmoprofbeauty.com. Last fall, the brand was acquired by Next 8 Investments for an undisclosed sum, and is also available at Sephora.

Fast-growing Boka, which bills itself as a nontoxic oral care brand, has launched in more than 1,000 Target stores nationwide. Known for its natural toothpaste and fluoride-free formulas, the brand’s revenues hit $50 million in 2024, more than quadrupling since 2022.

Truly Beauty has launched at Anthropologie stores nationwide, bringing bestsellers including its gourmand aftershave oils, $33, to the retailer. It is also launching an exclusive range of products online at Anthropologie, which joins Ulta Beauty, Nordstrom, Shoppers Drug Mart and Sephora Mexico in Truly’s retailer lineup.

London-based sustainable personal care brand, Wild, has marked its first step into U.S. retail. The 2020-founded brand has launched an assortment of its refillable deodorants at Target stores nationwide, with cases priced at $11 and deodorant refills starting at $6.40.

Canada-based curl care brand Dippity-Do’s Girls with Curls has marked its first major U.S. retail expansion, entering more than 1,000 Walmart and CVS Pharmacy doors. Formulated for 2A to 4C curl types, products include the Curl Shaping Gelée, Curl-Boosting Mousse and a Curl-Boost Spray, all priced under $10.

Barbara Corcoran-backed natural personal care brand, Curie, has entered 1,001 Target stores. This follows the brand’s prior expansions into Walmart and Amazon following its 2022 appearance on “Shark Tank.”

Luxury Japanese skin care brand Albion has launched 12 stock keeping units at Nordstrom, its first U.S. retail partner. The botanicals-powered brand was launched in 1956 in Tokyo and operates a farm in Shirakami-Sanchi, from where its hero plant extracts are extracted.

Salon-inspired Perseve Hair, founded in 2022 by Olivia Bae, has entered 400 Walmart doors. The brand is a member of the 2023 Ulta Beauty Muse Accelerator cohort and includes a range of Korean-made hair care products, priced $12 and under.

Plastic-free shave brand Nimbi has entered Target doors nationwide. The brand is known for its single-blade disposable razors, which cost $10 for a pack of four, as well as its $10 Shave Foam Pucks, which are infused with shea butter.

The Hair Lab by Strands, which previously entered Walmart and CVS Pharmacy, is now available in 76 Wegmans doors. The brand is launching three shampoos, three conditioners and eight “doses,” which are need-specific and can be mixed into shampoo and conditioner formulas for personalized care, at the retailer.

Sleepy Tie, known for its viral scrunchie that aims to secure hair and protect blowouts overnight, has launched in 400 Ulta Beauty doors. The brand’s signature item is the Sleepy Tie, $29.99, and it also offers bonnets, headbands and hair clips priced under $30.

The Shop, the men’s grooming line launched in 2024 by LeBron James’ The SpringHill Company, has launched at CVS Pharmacy. Previously, the brand’s $10-and-under assortment was available at Walmart.

Clean cosmetics brand Finding Ferdinand is turning 10 this year, and launching into Credo Beauty. Run by sisters Nhu Le and My Le, the brand is best known for its $26 The Black Lip Balm.

Australia-based body care brand Biotyspa has entered Credo online and in stores. Founded in 2016, the brand fuses French skin care signatures with Australian botanicals, and is best known for its $147 Body Sculpt Kit, which includes a body wash, oil and a silicone body sculpting cup.

Fresh off a rebrand, scalp care brand Jupiter has launched at 1,100 Target stores nationwide. The brand offers shampoos, conditioners, scalp moisturizers and more to tackle dandruff and dry scalp for under $30 each.

February

Saltair, the body and hair care brand founded by model Iskra Lawrence, is launching in all Ulta doors. The brand, launched in 2022 via incubator The Center, is also available at Target and is best known for its hydrating body oils and serum deodorants.

Starface has added Ulta to its growing retailer roster. The brand, which reports 50 percent year-over-year growth across its existing retail channels including CVS, Target and Walmart, will begin rolling out to all Ulta doors nationwide. The brand’s signature pimple patches and its lip balms in Coconut Crush and So Strawberry will enter the retailer.

Oak Essentials, the Unilever Ventures-backed beauty brand founded by designer Jenni Kayne, is bringing its full body, skin care and fragrance collection to 240-plus Ulta doors. The brand’s hero Moisture Rich Balm, $88, brought in $2.3 million in sales in 2023 and in 2024 Oak Essentials saw 30 percent overall sales growth.

Germany-based professional hair care brand Neqi Hair has entered the U.S. via Target. Thirteen of the brand’s products, all infused with a citric scent by master perfumer Albert Morillas and priced between $12.99 and $14.99, will enter 1,450 Target doors.

Amorepacific-owned K-beauty brand Aestura has launched online at Sephora and in more than 400 doors. The prestige brand is best known for its Atobarrier franchise, which features barrier-repairing creams, cleansers and essences.

Korean beauty brand Biodance, TikTok-viral for its sheet masks which come in a range of moisture-boosting, skin-brightening varieties and more, is entering Sephora. The brand will be available online and in 397 doors.

Clean hair and body care brand California Naturals has launched in 1,400 Ulta doors. Founded in 2023 by Shelby Wild, who also founded Playa, the brand is backed by actor Owen Wilson and offers formulas priced under $12.

Phyla, a San Francisco-based acne care brand founded in 2014, has launched online at Sephora and will enter 87 of the retailer’s U.S. doors. The brand offers a cleanser, serum and moisturizer priced from $30 to $70 and powered by phages, naturally occurring viruses purported to kill acne bacteria.

Korean body care brand Lilis, founded by Helen Shin in 2024, has joined the Moda Operandi beauty assortment. The brand offers a two-step system — a body peel and a firming serum — inspired by Korean bathhouse rituals, retailing for $92 and $110, respectively.

Timeless Skin Care, founded in 2009, has launched in 1,550 Target stores. The brand’s four bestselling serums will be available at the retailer, each priced under $30 and meant to address signs of aging and uneven skin tone.

Fitness influencer Sommer Ray’s wellness brand Imaraïs Beauty has launched nationwide at Target. The brand’s sugar-free gummy supplements aim to address acne, bloating, hair health and other concerns, and are priced at $49 per month-supply pack.

January

No Makeup Makeup, the second-act cosmetics brand by beauty veteran Victoria Jackson, has launched on QVC — where Jackson previously made history as the first person to sell color cosmetics. Launched in 2024, the brand features a single skin-like foundation in 13 flexible shades priced at $55.

Juna, which offers sleep and detoxifying supplements as well as an at-home gut health testing kit, has entered all Erewhon locations. The grocer is the first to carry Juna’s Microbiome IQ Gut Health Test, which retails for $195 and analyzes levels of gut bacteria and fungi to deliver a personalized Gut Score and lifestyle recommendations.

Olive & June, known for its clean nail polishes and at-home gel manicure system, has launched into CVS Pharmacy nationwide. Founded by Sarah Gibson Tuttle as a nail salon in 2013 before expanding to product offerings in 2019, the brand also sells at Target and was acquired by Helen of Troy last fall for $240 million.

Solawave has teamed up with open-concept facial bar Face Haus to offer a Red Light Special facial powered by the brand’s signature LED skin care technology. Founded in 2020 by Andrew Silberstein, Solawave will also offer a Red Light Special Bundle featuring its signature skin care wand and Face Haus’ Luminary Dark Spot Corrector Serum for $165.90.

Lo Bosworth’s 2016-founded supplement and self care brand, Love Wellness, has launched on QVC. The brand’s bestsellers include its probiotics and anti-bloating and daily vitamins, and its existing retailers include Target, Walmart, Ulta Beauty and Amazon.

MCoBeauty, the Australian beauty brand best known for its “dupe” products offering lower-priced alternatives to prestige beauty favorites, has launched online at Target. The viral brand, which first entered U.S. retail last year via Kroger’s Family of Stores and reported 2024 sales projections of roughly $247 million, will begin its in-store Target rollout in February.