Ulta Beauty(US:ULTA) Forbes·2026-01-26 20:45Core Viewpoint - Ulta Beauty is launching "Wellness by Ulta," a dedicated shop-in-shop retail concept aimed at enhancing the in-store wellness experience, moving beyond mere product merchandising to provide education and guidance for consumers [3][8] Group 1: Concept Development - The "Wellness by Ulta" initiative is being rolled out in four locations: Columbus, Ohio; Short Pump, Virginia; and Peabody, Massachusetts, showcasing Ulta's commitment to evolving wellness into an experiential retail format [3] - The concept aims to deliver discovery, education, and trusted guidance, positioning Ulta as a credible destination for wellness shoppers [3][4] Group 2: Brand Collaborations - Ulta is partnering with wellness brands like The Nue Co, which will exclusively launch mood-boosting fragrances in over 1,000 Ulta locations, emphasizing the importance of trained staff in the wellness section [4][5] - Another brand featured in Ulta's wellness corners is Naomi Watts' "Stripes Beauty," which focuses on personal care solutions for perimenopause and menopause, indicating Ulta's intent to cater to diverse consumer needs [6] Group 3: Market Trends - The boundaries between beauty and wellness are increasingly blurring, with beauty brands adopting wellness language and wellness brands framing well-being as a pathway to beauty [7] - Ulta's wellness concept reflects a broader trend in the retail industry, where beauty retailers are evolving into trusted destinations for holistic guidance and education, potentially capturing a more engaged and loyalty-driven consumer base [8]