All The Beauty and Wellness Retail Expansions of 2024

Updated Oct. 22

October

Kulfi Beauty has launched into all Sephora North America doors. The South Asian-founded and -inspired makeup brand launched in 2021 with a kajal eyeliner, and most recently introduced a Lassi Lips Oil and a Zari Eyes cream eye shadow.

The Hair Lab by Strands, which launched in 2022 and crossed the $100 million retail sales threshold at the end of 2023, has launched in CVS Pharmacy doors nationwide. The brand offers shampoos, conditioners and leave-in treatments, boosted by 10 different need-specific “doses” that range from curl-defining to brass-fighting, and also sells at Walmart.

Jolie Skin Co. has brought its hero filtered shower head to all Nordstrom doors. Founded in 2021 by Ryan Babenzien and Arjan Singh, the brand, which also sells at Bloomingdale’s, Amazon and Goop, netted $28 million in revenue last year.

Luxy Hair is bringing its human hair extensions to Amazon. Best known for its viral clip-in extensions and hair rollers, as well as its Scalp Hair Fill-ins meant to mask hair thinning, the brand most recently introduced clip-in curtain bangs, which start at $149.

Liz Whitman’s Exponent Beauty has begun a rollout to all Credo Beauty doors. Founded in 2019, the skin care brand features dosed-out product systems, each consisting of a powdered active (retinol, vitamin C and the like) and its hydrator counterpart, which together aim to create a potent serum. 

Basma Beauty, the makeup brand founded by burn survivor Basma Hameed who also operates an eponymous scar camouflage clinic, has entered brick-and-mortar retail at 306 Sephora doors. Twelve of the brand’s 42 Foundation Stick shades will be available in-store, as well as three of its cream blush shades, priced at $28 each.

Viral body care brand Truly Beauty is launching in all 32 Sephora Mexico doors. Known for its colorful shave and body butters, the brand sells at Ulta Beauty, Target and Amazon in the U.S.

The Face Shop has entered more than 2,000 CVS Pharmacy doors nationwide with its Rice Water Bright collection. Owned by LG Household & Health, the K-beauty brand’s CVS range will include its hero foaming cleanser and cleansing oils as well as facial serums and creams.

After launching at Ulta Beauty and Asos earlier this year, fragrance and body care brand Le Monde Gourmand — which celebrates its 10th anniversary this year — has entered all Nordstrom doors. The brand is part of Tru Fragrance & Beauty, which was acquired by Los Angeles-based private equity firm Monogram Capital Partners in April.

Lottie London has expanded its CVS pharmacy presence from 131 doors to 1,376 doors. Among the Gen Z makeup brand’s offerings at the retailer are the Superfake Mascara, Freckle Tint, pH Roller Glaze Blusher and more.

September

Clean medicine brand Genexa has launched in 500 Target doors, marking the brand’s ninth retail partnership. Genexa’s products are free of artificial filler ingredients and allergens.

Candle brand Caftari has launched at Credo, its first physical retail partnership. Caftari employs neuroscents that are proven to provide a neurological benefit.

Following the “sleepy girl mocktail” craze, Moon Juice has launched in 709 of The Vitamin Shoppe’s doors with its bestselling Magnesi-Om powder, which now comes in three varieties: Berry, Blue Lemon and Naked, an unflavored version. 

Microbiome health brand Seed has scored its first major retail partnership, launching at all Target doors nationwide with its bestselling DS-01 Daily Synbiotic, PDS-08 Pediatric Daily Synbiotic and DS-01 14 Day Gut Reset, a new Target exclusive. It is also available at Erewhon.

All-natural supplement brand Arrae has launched at 715 of The Vitamin Shoppe’s doors. The brand’s bestselling Bloat is also now available in a 40-capsule pack.

Naomi Watts’ menopause solutions brand Stripes has launched with QVC. Watts introduced the brand on air in late September.

Plant-based supplement brand Apothékary has marked its first retail partnership in the U.S. with Sprouts. Several of its tinctures, including its new metabolism-boosting Blue Burn will be available in the store’s vitamin section.

August

Spain’s Puig-backed SPF brand, Isdin, has made its way to Sephora U.S. Best known for its $46 Eryfotona Actinica and $50 Eryfotona Ageless mineral SPFs, the 1975-founded brand has entered 323 doors and launched online at the retailer.

Montale Paris, the niche fragrance brand founded by Pierre Montale in 2003, is headed to Sephora U.S. this week. Known for its Middle East-inspired scents, the brand will launch online and in five doors in New York; Dallas; Orange County, Calif.; San Francisco, and Boston.

Men’s skin care brand, Lab Series, is the latest in The Estée Lauder Cos.’ portfolio to roll out to Amazon, following the expansions of Clinique and Too Faced, among others, to the e-commerce giant. The brand’s best sellers include its All-in-One Face Wash and peptide-infused Anti-Age Max LS Cream, priced $32 and $93, respectively.

Curology’s retail kick is going strong: After rolling out to CVS Pharmacy, Amazon and Target in the last two years, the skin care brand is now adding more than 3,000 Walmart doors to its roster. The Walmart range will include nine of the brand’s dermatologist-developed offerings, including a cleanser, pimple patches and gel and cream moisturizers.

And Repeat, the supplement brand launched by beauty editor Jayme Cyk this year, has made its first retail foray at New York’s Happier Grocer. The brand’s AndFocus daily focus supplement, which retails for $38 and is estimated by industry sources to reach $1 million in first-year sales, is now shoppable at the store.

Men’s hair dye brand Rewind it 10, which counts Travis Kelce and DJ Khaled among its many male celebrity ambassadors, is entering all 7,000 CVS locations nationwide. Cofounded by rapper Fat Joe alongside It’s a 10 Haircare founder Carolyn Aronson and Jeff Aronson in October 2023, the brand offers $14.99 hair and beard dyes meant to touch up gray hairs and fill in beard patches.

Curology’s sister brand, Agency, has followed in the former’s footsteps with an Amazon foray. Formerly only available direct-to-consumer and mainly via prescription, the brand is now offering its ready-made products, including a tinted SPF, a hydrating serum and an oil cleanser via the online retailer.

Naomi Watts’ Stripes has entered Canada via Hudson’s Bay online and in select stores. The menopausal beauty line, which was acquired by L Catterton this summer, also sells at Sephora, Thirteen Lune and Amazon.

Parfait, the AI-powered wig brand, is now available in 25 Ulta Beauty doors, where customers will be able to purchase wigs as well as receive consultations and installs at the Ulta Beauty salon. The brand’s wigs start at $405 for a Custom V-part Wig; this summer Parfait introduced its first line of ponytails, ranging from $80 to $355.

July

Charlotte Tilbury has opened its second “Beauty Wonderland” U.S. store, at Miami’s Aventura Mall. At the shop, consumers can opt into beauty services including the brand’s one-hour Signature Glow Facial, buy products and consult with the brand’s makeup artists. The Puig-owned brand opened its first U.S. flagship in Los Angeles in 2019.

Cellcosmet, the 1987-founded Swiss luxury skin care brand, has launched 11 products in four Nordstrom stores, with an additional nine launching online at the retailer. The brand will steadily bring its cellular extract-powered creams, serums and toners to more doors throughout the year.

LolaVie, the Jennifer Aniston-cofounded hair care brand, has entered all Ulta Beauty at Target locations nationwide. The expansion comes roughly a year after the range, priced $15 for a wet brush to $35 for an Intensive Repair Treatment, entered Ulta Beauty as its first retailer.

+Lux Unfiltered has launched online and in 69 Sephora doors, marking the self-tanning and body care brand’s first nationwide retailer. Founded in 2019 by Sivan Ayla, the San Diego-based brand is also sold on Amazon, through which its products are also available in the U.K., Canada and Australia.

Issa Rae’s and Hannah Diop’s plant-based hair care brand and Sephora Accelerate graduates, Sienna Naturals, has launched online at Sephora. The line features an anti-breakage oil, curl creams, mousses, conditioning sprays, pH-balanced shampoos and more priced between $28 to $34.

Naturium has rolled out to more than 1,400 Ulta Beauty doors. The E.l.f. Beauty-owned brand’s existing retailers include Target, Walmart and Space NK, and its assortment at Ulta will include three exclusive stock keeping units: Barrier Bounce moisturizer, Vitamin Bright eye cream and Glow Getter Body Oil.

Wakse, the at-home waxing brand launched in 2018 by “two hairy guys” — Shayan Sadrolashrafi and Andrew Glass — is in growth mode. The brand’s Meltoway Collection, comprised of four products selling for $20 each, will enter 6,000 CVS doors, and has launched online at Boots and Sam’s Club. With these expansions, the brand expects to increase its annual revenue by $3 million in the next 12 months.

Two years after opening its first U.S. spa and retail space in Los Angeles, Biologique Recherche has opened a second U.S. Ambassade in Boston on Newbury Street. Here, customers can shop the brand’s products and receive customized treatments and recommendations.

June

New Zealand-based body care brand, Tronque, has entered Bergdorf Goodman. Also available at Neiman Marcus and Saks Fifth Avenue, the brand offers a range of body serums, butters and massage tools, $70 and up, intended to stimulate the lymphatic system.

Skin care brand Dr. Diamond’s Metacine has launched online at Nordstrom and is poised to enter 10 of the retailer’s doors in September. Launched in 2023, the line’s InstaFacial collection features a bio-engineered growth factor serum and a retinoid night cream, $200 and $350, respectively.

Rōz, the botanical-based hair care brand founded by celebrity hairstylist Mara Roszak, is now available online and in all 15 Credo Beauty locations. The brand’s Milk Hair Serum, $52, and Foundation Shampoo and Conditioner duo, $81, are among the five offerings carried by the clean beauty retailer.

Jenni Kayne’s skin and body care brand, Oak Essentials, is making its first nationwide retail foray with Nordstrom. The spa-inspired brand will launch in 18 stores this month and four more in the fall.

Marissa Shipman, who previously founded cosmetics brand TheBalm in 2004, has officially introduced her second brand, called Pretty Smart, in partnership with Walmart. Priced $10 or less, the makeup line spans blush, brow gel, lip oil, bronzing drops and more products now available at 2,800 Walmart doors and d-to-c.

Less than a year after launching at 235 Sephora U.S. doors, scalp care brand Act+Acre is rolling out to Australia via Mecca. About 20 stock keeping units, including the brand’s stem cell scalp serum and stem cell scalp treatment, will enter 40 doors.

Virtue Labs, previously available online-only at Ulta, is entering 350 of the retailer’s doors. The brick-and-mortar foray comes on the heels of Virtue’s launch of its Damage Reverse Serum, a leave-in treatment featuring the brand’s highest concentration of its proprietary alpha keratin 60ku protein.

Polite Society is taking on Australian retail, rolling out to 25 Mecca doors with plans to expand further in the second half of 2024. Launched in 2023 at Ulta by Too Faced founders Jerrod Blandino and Jeremy Johnson, the clean color cosmetics brand will add a pore-minimizing loose setting powder to its lineup on Thursday in three pink and peach shades.

May

Ōura Ring, the smart ring which tracks sleep, activity, stress and more, has added its third new retail partner in 18 months, now available at more than 104 Target locations and online at the retailer. The launch comes on the heels of expansions to Amazon and Best Buy, and includes in-store try-ons and ring sizing.

U.K.-based nail salon Townhouse has kicked off major U.S. expansion plans with a first opening in Beverly Hills. The new salon is the brand’s 40th to date — the 2018-founded salon has opened 30 locations in the last year alone — and is the first of at least five additional salons set to open in Los Angeles by the end of 2024.

Body and feminine care brand WooWoo, sold at Free People, Anthropologie and Amazon, has added Bluemercury to its retail roster, too, landing online and in 24 stores. Launched in 2016 in the U.K., the brand entered the U.S. in 2021 and counts its vegan hair removal cream and an anti-chafe balm among its bestsellers.

Playground, the intimate care brand cofounded in 2023 by Christina Aguilera, is now available online and in 25 percent of Target doors. The brand, which also sells at Nordstrom, Revolve and Anthropologie, counts “Call Her Daddy” podcast host Alex Cooper and sexual educator/influencer Dr. Emily Morse among its investors.

Following the opening of its debut Facial Sculpting Studio at Nordstrom in Newport Beach, Calif., last October, NuFace has opened two new studios with the retailer in Los Angeles and Chicago, respectively. The spaces offer exclusive treatments, complimentary facials and expert-led education; the brand reports a 250 percent increase in sales between the October opening of its initial 120-square-foot studio and the end of 2023.

After raking in a reported $63 million in sales in 2023 — up 241 percent from 2022’s $18.5 million in sales — Australia’s MCoBeauty, best known for its affordable dupes, has launched Stateside with Kroger’s Family of Stores, entering roughly 1,850 doors.

April

Pritika Swarup’s Prakti Beauty has made its first retail foray, launching in all five Goop stores and online. The brand, known for modernizing Ayurvedic beauty rituals via offerings like its exfoliating PritiPolish and PaviPure detox mask, purports to have quadrupled its sales growth in 2023 versus 2022.

March

Ourside, the luxury fragrance brand introduced by Keta Burke-Williams in 2023, has launched at Bergdorf Goodman as the retailer’s only Black woman-founded fragrance brand. The three eau de parfums Nostalgia, Dusk and Moon Dust, retail for $196 each and are “designed for non-conformers.”

Home and fine fragrance brand Dedcool has launched in the U.K. in 30 Space NK stores. The brand’s other international markets include Australia and New Zealand, where it sells at Mecca, and Canada via Sephora Canada.

Rizos Curls has launched 10 hero products in 25 Nordstrom doors including the brand’s bestselling Curl Defining Cream and, exclusively, its new California Classic hair and body perfume. Nordstrom joins Target, Ulta Beauty and Thirteen Lune as Rizos fourth retail partner.

New York-based aesthetician Sofie Pavitt’s eponymous skin care line has launched online and in store at Violet Grey. The California-based retailer will carry the full range of Frozen Toner Pads, Clearing Serum and Clean Clean Cleanser.

Le Monde Gourmand has launched at 700 Ulta Beauty doors. The masstige fragrance brand is incubated by Tru Fragrance & Beauty, which landed a majority investment from Monogram Capital Partners this month.

Now available at nearly 7,000 CVS Pharmacy locations nationwide is oral care brand, Boka. The brand, which entered 800 Ulta Beauty doors in 2023 and purports to hold the number-one toothpaste spot on Amazon, says it has more than quadrupled its growth in the last year.

SadieB, the Gen Z-focused personal care brand founded in 2022 by sisters Sadie and Abby Bowler, now 21 and 22 years old, has entered 507 Target doors. The brand offers hair and body care priced $14 and under, and is also a public benefit corporation partnered with Girl Up to support girls’ mental health and development.

February

Australian sun care brand Naked Sundays has made its U.S. retail launch, landing at more than 900 Target doors with its hero glow mist and mineral priming lotion as well as two new Target-exclusive products. The 2021-founded brand purports to have grown 800 percent in the U.S. in 2023, propelled by TikTok virality.

Charlotte Palermino’s Dieux is taking on brick-and-mortar retail. The direct-to-consumer darling, best known for its silicone gel eye masks, will enter 714 Sephora locations on March 13 following its online debut at the retailer last month.

Good Molecules is now available nationwide at Target. Seven of the Gen-Z skin care brand’s bestselling products, including its tranexamic acid Discoloration Correcting Serum and Yerba Mate Wake Up Eye Gel have launched at the retailer.

Self-tanning brand Dolce Glow — which received an investment from Miley Cyrus in 2023 — has entered an estimated 273 Ulta Beauty doors. Founded by celebrity tanning artist Isabel Vita, the brand offers tanning mists, mousses and lotions, and also sells at Nordstrom.

Maesa-backed Hairitage, which debuted in 2020 at Walmart, has added CVS Pharmacy, Kroger and supermarket chain HEB to its retail roster, entering a cumulative 6,000-plus new doors. Founded by YouTuber Mindy McKnight, the brand’s assortment features a range of hair and body care offerings.

New York-based plastic surgeon Dr. Lara Devgan’s eponymous skin care range is launching online at Nordstrom U.S. this month, and will land at Mecca Beauty in Australia this spring. The line’s existing retailers include Violet Grey, Net-a-porter and Moda Operandi.

Sustainable skin, hair and body care brand Geologie has entered more than 800 Target doors. The rollout includes the brand’s Clear System and Blemish Buster acne care kits, which retail for $36 and $14.99, respectively.

January

Bansk Group-owned hair care brand Eva NYC has landed in more than 6,000 Walgreens doors nationwide. Brand president Annie Kolemainen said the brand, known for its frizz-reducing hair primer, has seen nearly 200 percent growth during the last five years.

Halsey’s $10-or-less cosmetics brand Af94 is following in the footsteps of its sister brand, About-face, with an Ulta Beauty expansion. Four of the brand’s products, including its lip stains, bronze and highlight duos and liquid eye shadows, are available online and in-store at the retailer.

Acupuncturist and fertility specialist Ross J. Barr’s eponymous wellness patch brand has launched at Violet Grey. The brand offers a range of healing, calming and sleep patches infused with natural ingredients such as safflower, red peony root and coix seed.

Olehenriksen, which celebrated its 40th anniversary in 2023, is now available at Ulta. The Scandinavian beauty brand’s brightening eye cream, vitamin C serum, dark spot toner and peptide moisturizer and lip treatment have launched at the retailer.

Also at Ulta, aesthetician-founded Dime is rolling out to more than 500 doors. Launched in 2018 by husband-wife duo Baylee and Ryan Relf, the vegan skin care brand’s best-sellers include its Dewy Day Cream and witch hazel toner.

In February, Ulta will inaugurate buzzy makeup brand Charlotte Tilbury’s assortment online and into 600 stores. Chief merchandising officer Monica Arnaudo told WWD Charlotte Tilbury received more than 1 million searches on ulta.com in a 12-month period.

Latinx-founded makeup brand PDL Cosmetics has entered Thirteen Lune. Four of the brand’s stock keeping units, including bullet and liquid lipsticks, lip gloss and cream eyeshadows are now available online and will roll out to stores in February.