Ulta Beauty has evolved its Wellness Shop at Ulta Beauty, which launched in 2021, into a more immersive, education-led platform now known as Wellness by Ulta Beauty. To mark the change, on Jan. 26 the retailer will debut Wellness by Ulta Beauty boutique in three stores, in Columbus, Ohio; Short Pump, Va. and Peabody, Mass., to be followed in April with a shop-in-shop in Naperville, Ill.
The wellness boutiques will range from 300 to 600 square feet and will feature refreshed branding, intuitive navigation, interactive education and dedicated wellness advisors. The launch coincides with Ulta Beauty’s transition to four simplified wellness pillars: nutrition and supplements, intimate care, rest and reset, and essential routines. All these wellness-focused efforts will be anchored by a new tagline, “Find your feel-good,” as well as a refreshed visual identity that Ulta will roll out fleetwide this spring.
“Wellness by Ulta Beauty is evolving from a category into an experience,” said Laura Beres, VP of Wellness at Ulta Beauty in a statement. “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.”
In July 2025 K-Beauty World, a retail platform dedicated to Korean beauty products, debuted in Ulta Beauty stores and online.
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