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Wellness By Ulta Beauty is a 300-600 square-foot dedicated footprint within select stores, featuring intuitive navigation and dedicated advisors.
January 22, 2026
By: Lianna Albrizio
Associate Editor
Ulta Beauty, widely known as a hub for beauty and grooming products, is starting 2026 by kicking off the next chapter of its wellness journey as its aims to become a feminine health destination.
First launched five years ago, the shop has since evolved into an immersive, education-led platform now known as Wellness by Ulta Beauty.
Marking a major milestone in that evolution is the retailer’s debut of its first Wellness by Ulta Beauty boutiques. On Jan. 26, four stores will open the doors to its wellness strategy via a dedicated, experiential in-store concept for the first time.
The launch coincides with Ulta Beauty’s transition to four simplified wellness pillars – Nutrition & Supplements; Intimate Care; Rest & Reset; and Essential Routines – and is anchored by a new tagline, “Find Your Feel-Good,” alongside a refreshed visual identity rolling out fleet-wide later this spring.
“Wellness by Ulta Beauty is evolving from a category into an experience,” said Laura Beres, vice president, wellness, 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.”
The new wellness boutiques introduce a 300-600 square-foot dedicated footprint within select stores, designed to move wellness beyond the shelf and into discovery. Each boutique features refreshed branding, intuitive navigation, interactive education and dedicated wellness advisors.
The first wellness boutiques will open in Columbus, OH; Short Pump, VA; and Peabody, MA, with an additional location planned for Naperville, IL in April. The boutiques will feature a curated mix of wellness brands, including newcomers, feminine wellness brands The Nue Co., Naomi Watts’ Stripes Beauty and Playground, co-founded by Christina Aguilera) launching simultaneously within the select wellness boutique doors and on Ulta.com.
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