All the Beauty Retail Expansions of 2025

Noor Lobad

18 February 2025 at 12:36 pm·4-min read

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.

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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.

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