Major beauty retailers expand wellness experience with in-house zones

Ulta and Boots have each recently expanded into the beauty wellness sphere amid growing consumer awareness of the link between beauty and mental well-being. 

Ulta Beauty is opening four new in-store wellness boutiques in the US featuring solutions from brands such as The Nue Co, Playground, and Stripes Beauty — which announced its collaboration with the retailer last week. 

Wellness by Ulta Beauty takes the form of in-store open spaces designed for reflection and consumer education. The booths will also feature dedicated wellness advisors.

Laura Beres, VP of Wellness at Ulta Beauty, says: “Wellness by Ulta Beauty is evolving from a category into an experience. 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.”

Similarly, UK pharmacy Boots has introduced in-store Wellness Zones that aim to bring wellness products together in one place, alongside specialist advice.

Pro-age advocacy 

Ulta’s first wellness boutiques will open in Columbus, Ohio, Short Pump, Virginia, and Peabody, Massachusetts, with an additional location planned for Naperville, Illinois, in April.

Stripes Beauty, a pro-aging skin care brand, offers clinically backed skin care solutions for middle-aged women that address menopause and healthy aging. 

Naomi Watts, founder and chief creative officer at Stripes Beauty, says: “We created Stripes Beauty to empower women during one of the most transformative stages of life, and to offer products that are indulgent, effective, and clinically backed.” 

Watts applauds Ulta for prioritizing wellness, adding that the retailer’s dedicated wellness areas are “a strong and much-needed step for this community, particularly for midlife women seeking credible support for healthy aging and menopause related concerns.”

Popular Stripes products include peptide body butter, Rich & Tight, squalene hydrating vitamin C body oil, and the menopause supplement, Inside Addiction. 

With the partnership, Stripes Beauty aims to join Ulta’s expanding portfolio of wellness-forward brands. 

In-house beauty experts

Across the pond, similar investments in wellness-driven beauty are on the rise. Boots has introduced in-store Wellness Zones with offerings spanning gut health, nutrition, hydration, sleep, movement, and beauty-from-within.

New research from Boots reveals a growing demand for wellness, particularly among beauty consumers.New research from Boots reveals a growing demand for wellness, particularly among beauty consumers. Forty percent see wellness as “essential” to their daily routine, while 34% of Gen Z agreed to spending more on wellness in January than in other months. 

Kirsty Thorley-Mitchell, head of Wellness at Boots, says: “We know that the world of wellness can feel a little overwhelming, and for many it’s hard to know where to begin. Our unique training provides education on trends, ingredients, and routines so we can help guide customers on the right products and routines for them.” 

“Our new Wellness Zones offer customers the opportunity to access expert and personalised advice from their local high street, aligning with increased demand from customers, particularly those who are cross-category shopping from health and beauty.” 

In addition, Boots has initiated Health and Wellness training in 140 stores across the UK. The specialists will offer expert advice on popular products and give recommendations, according to Boots. 

Last year, Target expanded its beauty and wellness offerings by adding four brands across skin care, children’s care, ingestible beauty, and sun care. 

Wellness worry

Personal Care Insights has previously reported on the rising consumer trend that promotes holistic, personalized, and homeopathic wellness solutions. However, there is some industry skepticism about solutions that promote well-being. 

Recently, O Positiv suggested that the women’s wellness industry capitalizes on misinformation, highlighting that women’s trust, comfort, and knowledge regarding sexual wellness and health are weak. 

Meanwhile, wellness expert Sahar Hooti told us that “perimenopause has been treated as a medical afterthought, a moment women simply ‘push through’.”