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2023 Q3 Distribution Download: Who Launched Where in Beauty Retail

Published October 19, 2023
Published October 19, 2023
Sacheu Beauty

The shifting beauty retail landscape, coupled with emerging brands in growth mode, creates a head-spinning number of launches. The BeautyMatter editorial team tracks who's launching where in beauty each week, so you don't have to try and keep track. Below are the distribution moves from the last quarter.

Ulta Beauty 

Launched in 2021, Pound Cake landed its first major wholesale distribution deal with Ulta Beauty after participating in the 2022 Ulta Beauty Muse Accelerator. The inclusive beauty brand will enter more than 800 doors with its Cake Batter liquid lipstick range priced at $24. The brand entered Credo Beauty's 10 locations in 2022.

Divi is expanding into over 1,200 Ulta Beauty stores nationwide after launching in 100 doors through Sparked, Ulta's curated assortment of emerging brands and rising beauty stars in 2022. The brand consists of its hero scalp serum, shampoo, conditioner, and vitamins.

Skincare and tool brand Sacheu Beauty expands its tools to all 1,346 Ulta Beauty doors. The brand launched in 400 Ulta Beauty stores in May 2022, growing to 600 stores in March 2023. The latest Ulta Beauty expansion will include the brand's Face Gua Sha, Body Gua Sha, and Roller.

Fragrance brand Snif expands into retail with its firm wholesale relationship. The brand has launched in 525 Ulta Beauty doors as part of their Sparked program with a sample kit and three bestsellers—Sweet Ash, Tart Deco, and Golden Ticket—priced at $65. WWD reported the brand is expected to surpass $10 million in net sales this year.

Le Mini Macaron, the award-winning nail brand with a unique mini macaron UV-shaped lamp to create salon-quality gel manicures in 15 minutes, is expanding with Ulta Beauty. The AAPI co-founded brand launched in in 2017 and will now be rolling out into 1,350 Ulta Beauty stores with their Pearlescence Gel Manicure Kit ($38) and Lunegloss Black Jelly Nail Serum ($11). 

Pat McGrath Labs expands its retail footprint beyond Sephora and Bluemercury with an Ulta Beauty launch. The brand will roll out in 200 doors that include the Luxury at Ulta Beauty assortment with a selection of its bestsellers. The full range will debut online in September. According to Global Managing Director Thierry Maman, the brand is experiencing "high double-digit growth."

Bubble, the Gen Z skincare brand on a mission to fix old-school skincare problems with new-school solutions, is expanding its Ulta Beauty distribution from 665 to a full-fleet rollout in 1,360 stores. Bubble is also rounding out its moisturizer assortment with the launch of Cloud Surf, a light-as-air water-cream formula, which will be available exclusively in-store at Ulta Beauty for one month. This expansion is a continuation of Bubble’s rapid growth trajectory. In just seven months, the brand increased its distribution points by over 50% to 9,000 stores.


Following its launch in Sephora US and Sephora UK, the body care brand Luna Daily has secured its largest UK retail listing to date in Boots with its full range of microbiome-balancing products redefining the category of intimate care, offering women of all ages and stages an expert-developed, shame-free alternative to care for their skin. Luna Daily will be available online and at 470 Boots nationwide from mid-October.

Smile Makers is expanding its footprint with Sephora. Already available in Europe and Australia, the sexual wellness and intimacy brand is rolling out to the US market. This launch will see Sephora double its vibrator portfolio.

Kulfi Beauty, the first South Asian–inspired makeup brand carried at Sephora, is leveraging its online success with a rollout in-store, landing in 280 doors and 50 stores in Canada with four stock-keeping units.

The South Asian–founded multifunctional Ayurvedic makeup line Mango People, launched in 2020, brings its TikTok–loved range of diverse multi-sticks, highlighters, and bronzers to This represents the first wholesale partnership for the DTC brand.

Trichologist-developed Act+Acre will be the first scalp care brand to launch at Sephora in 235 doors nationwide and online, marking this partnership as Act+Acre’s largest retail expansion to date. Act+Acre’s product rollout will start on on August 15 with 16 products, followed by their in-store launch on August 18 with 6 product SKUs, including a Sephora exclusive collection debuting in October for the holiday season.

Function of Beauty made its first foray into brick-and-mortar retail with Target in December 2020 and is now expanding into Sephora. The customized beauty brand will launch a new range of hair products called Function of Beauty Pro, which includes four shampoo and conditioner mask duos infused with the brand’s new bond-building technology and catering to one of four hair types: straight, wavy, curly, or coily. Products can be customized by adding Hair Goal Concentrates to target specific concerns such as frizz, color maintenance, shine, hydration, curl definition, and more. The brand will enter 280 stores and be sold online.

As channels continue to blur, L'Oréal Professionnel hits the shelves of 26 Sephora doors and online with Metal Detox, Curl Expression, Vitamino, Silver, Absolut Repair, and Prolonger franchises.

Founded in 2021 by Paul Baek, former K-pop musician, DTC skincare brand Matter of Fact has done a repackage, incorporating a QR code that drives to product microsites and launching one new product Wrinkle + Texture Concentrate in preparation for a Sephora launch. The brand will launch online and in 270 doors at the end of August.

Sephora International 

Earlier this year, Glossier made the move from DTC to wholesale through a relationship with Sephora, launching in 600 stores across the US and Canada as well as online. The brand is doubling down on the relationship, extending its reach with the beauty retailer to the UK market. The wholesale expansion adds to Glossier’s availability in the market in its Covent Garden Flagship and The iconic millennial brand will be available at Sephora’s Westfield Shepherds Bush store and online at

Grown Alchemist, an Australian clean-label skincare and cosmeceuticals brand, has ventured into the Chinese market through an exclusive partnership with Sephora China. The move aligns with the company’s aim to scale its international presence and bolster sales growth.

Amorepacific has entered the Mexican market. The K-beauty behemoth made its debut with its Laneige brand via Sephora Mexico’s website and will hit shelves in 36 of Sephora Mexico’s brick-and-mortar stores later this month.

Launched in 2018, US-based Live Tinted is designed to solve unique beauty concerns for a variety of skin tones and ethnicities, with a special focus on managing dark circles and hyperpigmentation. The brand is now celebrating a new milestone, entering the Canadian market with an exclusive Sephora Canada in-store and online launch.


Launched in 2022, Gen Z–focused personal care brand Clean Age was awarded the Golden Ticket in Walmart's Open Call competition. The brand that makes products including deodorant and toothpaste tabs will see its products roll out into more than 1,800 Walmart stores.

On the heels of an acquisition by Kao, Bondi Sands is launching nationally with Walmart in stores and online. The expansion marks the eighth major retailer to carry the brand's growing cosmetic assortment within the past six years. Walmart will stock eight of Bondi Sands' best-selling products in new sizes and prices exclusive to Walmart, offering tanning essentials in 150mL at competitive prices.

Leveraging the momentum of an appearance on Shark Tank in 2022, transforming the business from a small start-up to a profitable 8-figure brand with 900% year-over-year sales growth, Curie expands its reach beyond DTC. The clean, aluminum-free deodorant and body care line is launching on and in 4,300 Walmart locations nationwide, merchandised in the naturals aisle of the personal care section with its Deodorant Stick ($12.97), Deodorant & Body Spray ($13.97), and the Armpit Detox Mask ($13.97) in three of the brand’s cult-favorite fragrance options: Orange Neroli, White Tea, and Coconut Nectar. The launch will be supported through a multichannel strategy to drive customers in-store, which will include engaging Curie’s online community and “Sniff Club” loyalty members, influencer marketing, and driving online-to-offline conversions in Walmart’s key markets by way of Curie’s first-ever out-of-home campaign.

Pursoma, the clean bath range launched in 2014, has built a following for its natural alternatives to Epsom salt soaks. Last year, the brand launched in 400+ Target doors and is expanding its retail footprint with a rollout into 2,000 Walmart doors. The brand has also optimized its pricing for the mass channel, reducing SRPs by $2 on its hero 48oz bath soaks. 

Love Wellness, Lo Bosworth’s women’s wellness brand, expands beyond Ulta and Target with a 1,600-store Walmart rollout. The brand has been in conversations with the retailer since 2019, but now decided they had reached enough traction to launch with the largest retailer in the world. Six gut and vaginal health–supporting products will be available in the digestive health aisle: Bye Bye Bloat ($25), Gut Feelings Probiotics ($30), Sparkle Fiber ($30), Flora Power Vaginal Probiotic Suppositories ($18), The Killer Boric Acid Suppositories ($20), and Good Girl Probiotics ($30).


Avon hits the high street, launching in 100 Superdrug stores nationwide and online. This is the latest step in Avon’s plans to introduce additional shopping options to complement its core, high-touch relationship selling model. Over 150 Avon products, including cult products such as Anew Renewal Power Serum with Protinol, Hydramatic Matte Lipstick, and Skin So Soft Dry Oil Spray, will be available.


The Lip Bar has expanded beyond Target and Walmart, launching in 3,000 CVS stores in the US, bringing its retail footprint to roughly 5,300 doors. The rollout will include The Lip Bar’s lipsticks and lip glosses merchandised on end caps with displays featuring product education. Expanding store count and moving the brand in-aisle will be based on identifying the best-performing stores in the initial launch. Earlier this year, the brand expanded its shelf space in Target by 700% and expanded into the skincare category with four products. The growth is fueled by an oversubscribed $6.7 million investment round closed in September 2022.

Shoppers Drug Mart

The Body Shop enters its first expansion beyond its 110 brick-and-mortar locations in Canada with a Shoppers Drug Mart online and in 25 stores and another 25 to come in October. The assortment will include the brand's bath, body, hair, and skincare products from some of its most popular ranges, including Vitamin C, Vitamin E, Edelweiss, Tea Tree, and Hemp. Further expansion plans are slated for 2024.

Hero Cosmetics expands its North American footprint, entering Canada with Shoppers Drug Mart, Walmart, and Amazon. The brand will launch with Mighty Patch Original patches, Mighty Patch Invisible+ patches, Mighty Patch Nose patches, and Mighty Patch Surface patches. The product assortment in the market is expected to expand in 2024.

Department Stores

Kosé Corporation–owned makeup brand Addiction Tokyo, a makeup artist brand born in Tokyo that reflects the quality, creativity, and sensibility of Japanese formulation, made its US debut at Bloomingdale’s 59th Street Flagship New York store. Products across the eye, cheek, and lip categories are priced from $10 to $52. 

Sustainable beauty brand Ignae, based on Azorean ingredients to create performance-driven products, expands its UK retail footprint beyond John Bell and Croyden. The brand launched in Harvey Nichols at their Knightsbridge, Leeds, Manchester, and Dublin stores.


Tracee Ellis Ross’s haircare brand Pattern is moving beyond Sephora and Ulta into the professional salon channel. The brand is investing in in-person and virtual on-demand training for stylists as part of a direct-to-stylist approach, while salons will receive a 40% discount on select products from its 50 SKU range.

XMONDO Color, the hair color line under the umbrella of XMONDO Hair, is expanding into its first brick-and-mortar relationship, launching exclusively with Sally Beauty. Seven Color Depositing Masks and one Clear Glossing Treatment will be available online and in-store.

Manscaped, the men’s grooming company, announced its first brick-and-mortar UK launch with Boots in the United Kingdom. The brand will roll out into 270 locations across the country plus 26 stores throughout Ireland, as well as on and

Just a couple of months ago, Jennifer Aniston’s haircare brand LolaVie took its first step into retail with its rollout into all Ulta Beauty doors. The brand is expanding its retail footprint, launching with clean beauty retailer Credo.


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