All the beauty and wellness retail expansions of 2025.

May

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

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.