Q1 of 2025 kicked off with bold moves in beauty retail. During the quarter, Target dropped over 2,000 new beauty products (90% under $20), spotlighting buzzy names such as Bubble and Eva NYC, while also doubling down on wellness with the addition of over 1,000 new self-care and lifestyle products. Ulta Beauty leaned into the wellness boom too, launching dedicated wellness sections across all 1,385 stores and onboarding a slate of new brands to fill the shelves. Sephora kept pace with a rapid-fire rollout of new brand launches and continued its global expansion, including a deeper push into the UK market where it plans to open its 10th store since its 2021 re-entry. Across the board, other retailers including CVS, Walmart, and Amazon showed a clear focus on accessibility, innovation, and lifestyle-driven assortments—setting the tone for a competitive year ahead.
Below, BeautyMatter rounds up the retail expansions on our radar in the first three months of 2025.
In Q1, the beauty retailer partnered with grocery delivery technology company Instacart to offer consumers same-day delivery. The service spans every beauty category, is available at over 1,400 stores nationwide, and is said to deliver products in as little as an hour.
Farm-to-face skincare brand Farmacy Beauty joined the retailer through its Conscious Beauty portfolio. The brand is now stocked in 1,400 doors across the US, debuting with the best-selling Honey Collection and Lip Smoothies.
K-beauty brand Anua launched both online and in-store. The business entered all 1,500 locations and is said to be the first K-beauty brand to be available at every door. Anua launched with its best-selling Heartleaf and Rice Lines, including products such as the Heartleaf 77% Soothing Toner and Heartleaf Pore Control Cleansing Oil.
Clean hair and bodycare brand California Naturals launched online and in all 1,400 stores. The brand stocks luxury-level formulas all priced at $12 and under. Alongside the launch, California Naturals unveiled a refreshed product lineup, complete with updated packaging, formulations, and new SKUs.
Color cosmetics brand Milk Makeup is now stocked in over 600 doors and online. The move marks the brand’s first US retail expansion since 2016 when it debuted in Sephora.
Clean, genderless, fine fragrance and beauty brand Octavia Morgan became available online and across select Sparked displays in-store in February, followed by an expansion to 600 additional doors in March. Octavia Morgan is said to be the first Black-and-women-owned brand within the prestige fragrance category at the retailer, as well as the first fragrance brand to launch in stores after completing Ulta Beauty’s MUSE Accelerator program.
Clean beauty brand Each & Every expanded to 1,255 stores in March, rolling out with the introduction of its new natural fine-fragrance deodorant collection.
After seeing 50% YoY growth across retail channels, Starface expanded to stores nationwide. The brand is now stocked in 1,000+ doors and online, with products including Big Yellow and Big Blue Hydro-Star pimple patches available.
Science-backed skincare brand Rodan + Fields launched in 150 locations nationwide and online. Alongside the expansion, the brand introduced a Dermatologist Advisory Board, a group of board-certified dermatologists dedicated to advancing its commitment to cutting-edge skincare technologies and developing new, innovative solutions for consumers.
Clinical-grade skincare brand Kate Somerville is now available in 750 stores nationwide. The brand entered the retailer with a selection of existing fan-favorites, including EradiKate Cleanser, Goat Milk Cleanser, HydraKate Water Cream, and more.
Millennial and Gen Z sunscreen brand Naked Sundays has entered 700 stores nationwide. The retail expansion comes after the brand experienced 2,479% growth in 2024.
Viral scrunchie brand Sleepy Tie launched at 400 doors offering its best-selling blowout-protecting scrunchie, bonnets, headbands, and hair clips.
Model Iskra Lawrence’s hair and bodycare brand Saltair launched nationwide at all doors. The brand, which initially launched in 2022 via incubator The Center, is also stocked at Target.
Jenni Kayne’s beauty brand Oak Essentials launched its body, skincare, and fragrance collection into over 240 stores. The news comes after the brand saw 30% overall sales growth in 2024.
K-skincare brand AESTURA entered the US market, launching exclusively at over 400 Sephora locations. The brand stocks an assortment of its best-selling products, including the viral Atobarrier365 Cream.
Pro-developed haircare and styling brand RŌZ expanded to the retailer in February. As part of the entry, the brand became part of the Clean at Sephora program, with products rolling out online and across 60 select stores nationwide.
K-beauty brand Biodance, known for its TikTok-viral sheet masks, entered 397 stores across the US.
San Francisco-based acne care brand Phyla launched online and in 87 destination doors. The retailer now stocks the brand’s cleanser, serum, and moisturizer, powered by phages—naturally occurring viruses that kill acne bacteria.
Hair accessories brand Emi Jay penned a partnership with the beauty retailer and is now available online and at 390 select stores nationwide. The move marks the first time the brand is offering haircare to customers in physical locations. Previously, the brand offered hair accessories through retailers including Revolve, FWRD, and Anthropologie.
Rihanna’s Fenty Hair launched at Sephora at Kohl’s. Marking the brand’s second retail expansion since launching in 2024, it is now available at 855 Sephora at Kohl’s doors.
Australian suncare brand Ultra Violette launched in 592 US locations this March, marking the brand’s 30th international market expansion since being founded in 2018. The brand debuted with five facial, lip, and body SPF products.
The retailer announced plans to open its ninth store in the UK, located in Sheffield’s Meadowhall Shopping Centre in Yorkshire, with the aim to launch this summer. Additionally, a second store will open in Manchester, becoming the 10th UK location. The new door will be in Manchester Arndale Shopping Centre, scheduled to open in summer 2025.
Social media viral dermatologist Shereene Idriss’s brand Dr. Idriss Skincare has expanded its presence in Canada. Previously DTC only, the brand can now be found in all 150 Canadian locations of the retailer. It first joined via Sephora
e-commerce in the US in March 2024 before expanding into all US doors in September.
European-native K-beauty brand Yepoda expanded into brick-and-mortar stores across Europe. This came after its US online debut through Sephora in December last year, which the brand has called its most successful country launch to date.
Bodycare brand Luna Daily—which had the first pregnancy-and motherhood-focused range stocked in the US—has expanded to the Middle East. The brand’s full lineup is now available in stores across the UAE, Saudi Arabia, Qatar, Bahrain, and Kuwait.
Makeup and skincare brand Merit entered Sephora UK as its first retail partner in the region. The expansion marks the brand’s brick-and-mortar debut, following a DTC launch in February 2023.
Luxury Japanese skincare brand Albion launched at the department store with 12 SKUs, marking its first US retail partnership.
Ancient Mediterranean-inspired bathing brand NERRĀ marked its first retail partnership since launching in December. The brand is featured in Nordstrom’s dedicated bodycare endcap as part of the retailer’s growing wellness and bodycare focus.
Medspa chain SkinSpirit opened a shop-in-shop treatment space in Nordstrom’s Beauty Haven area in February. Offerings include facials, microneedling, filler, Botox, and personalized treatment plans.
Luxury skincare brand Emma Lewisham launched in all stores and online, following strong traction in the UK and Australasia.
French bodycare brand Biotyspa also entered all US doors and online, with multiple new SKUs slated to roll out through 2025.
Soap-free bodycare brand Sans Savon debuted in 13 locations and online. The full product roster includes the Body Brush, Hand Wash, and Body Bar.
Swedish-founded brand Under Your Skin entered its first US retail partnership through Credo. Previously sold DTC since November 2024, the brand now offers vegan, hormone-free skin and scalp care both in-store and online.
Scarlett Johansson’s skincare brand The Outset is now shoppable in-store, with a wider selection available online. In-store offerings include bestsellers like the Gentle Micellar Antioxidant Cleanser.
Customizable vegan beauty brand Finding Ferdinand launched in 14 locations nationwide, marking its retail debut.
Australian “luxe-for-less” brand MCoBeauty launched at the retailer in mid-February with all items priced under $15.
Gen A and Gen Z favorite Bubble entered the retailer with 17 SKUs, including a Target-exclusive hydration kit.
Media personality Sommer Ray’s brand Imaraïs Beauty launched nationwide with products like GLOW Skincare, Clarity Anti-Blemish, and De-Puff Anti-Bloat.
K-beauty brand Round Lab debuted with two best-sellers in over 1,600 locations: Birch Juice Moisturizing UV Lock SPF 45 and 1025 Dokdo Cleanser.
After success online, Timeless Skincare expanded in-store with its four best-selling serums, now in 1,500 doors.
Scalp care brand Jupiter made its first retail move, launching both its Anti-Dandruff and Dry Scalp Care lines in select stores, online, and through the Target app.
Black-owned Alodia Hair Care expanded to 655 locations nationwide with its full hair and scalp routine.
Haircare brand Eva NYC tripled its footprint at the retailer, where it now ranks among the top 10 fastest-growing haircare brands by sales.
Oral care brand Boka entered in select stores and online, bringing the first nano-hydroxyapatite toothpaste to the retailer.
Plastic-alternative razor brand Nimbi launched in over 900 locations, offering razors and the new Plastic Alternative Facial Dermaplaner.
German professional brand NEQI Hair debuted in the US with 13 products available in 1,450 doors, all scented by perfumer Albert Morillas.
Hairbrush brand Tangle Teezer expanded its category presence by launching Pet Teezer in over 500 stores, including exclusive in-store and online grooming tools.
At-home device brand Solawave entered 610 Ulta Beauty at Target locations, a category growth driver per DAASH Intelligence.
UK-based Wild launched across US locations with refillable deodorants priced at $11 and refills starting at $6.40.
Curie entered 1,001 locations nationwide, building on previous growth at Walmart and Amazon.
Lifestyle fragrance brand ScentWorx by Slatkin + Co expanded nationwide both in-store and online. The launch began with three-wick candles and was followed by personal care SKUs in mid-February.
UK-based Revolution Beauty expanded its offerings at the retailer and is now stocked in 1,878 stores. New additions include the Skin Silk Serum Foundation, IRL Filter Finish Concealer, Superfix Misting Spray, and Pout Bomb Lip Gloss.
Haircare brand Dippity-Do’s Girls with Curls—recently launched in the US—expanded to over 1,000 Walmart doors and Amazon. The range includes its Curl Shaping Gelée, Defining Cream, and Leave-In Detangling Conditioner.
K-beauty brand Perseve Hair entered 400 doors, marking its first US retail partnership. The full collection of Korean haircare products is priced at $12 and under.
Salon-inspired brand Luseta Hair Care launched nationwide in 6,000 stores with six curated SKUs across three haircare lines: Rosemary Mint, Hyaluronic Acid, and Biotin & Collagen.
LeBron James’ grooming brand The Shop entered 1,400 doors and is also available online with all seven SKUs.
Men’s grooming brand Manscaped rolled out across CVS stores nationwide, expanding beyond earlier partnerships with Target, Walmart, and Best Buy.
At-home nailcare brand Olive & June expanded to locations across the country, building on its existing presence at Target.
Alodia Hair Care also expanded to CVS, launching in 500 doors with its full lineup of scalp and haircare essentials.
Organic skincare and makeup brand Ogee is now available chain-wide in all 173 Bluemercury locations, following a phased rollout that began online in 2021.
Charlotte Tilbury launched in 33 stores with its full range of makeup and skincare products priced between $7 and $150.
Dr. Whitney Bowe’s brand DWB Beauty launched in 25 locations with a focused skincare lineup, including the Bowe Glowe Cleanser and 0.1% Retinal Firming Treatment.
Gen Z skincare brand Bubble expanded into Canada, launching in 1,300 Shoppers Drug Mart locations. The move brings the brand’s total retail presence to 17,000 doors globally across the US, UK, and Australia.
Estée Lauder’s The Ordinary launched on the e-commerce site, furthering the parent company’s push into online retail. The move follows other recent launches from Estée Lauder brands like Clinique.
Laura Mercier also entered the Amazon Premium Beauty Store with a curated selection of products, including the Caviar Tightline Eyeliner, Petal Soft Lipstick Crayon, and Blush Color Infusion.
Obagi Medical entered the Indian market via Nykaa both online and in select stores. Hero products at launch include the Daily Hydro-Drops Serum, Retinol 1.0 Cream, and Professional-C Serum.
NARS also launched at the retailer to strengthen its Indian presence, debuting with popular SKUs such as Orgasm Blush and Radiant Creamy Concealer.
UKLASH expanded into Boots, marking its High Street debut. The move included the launch of the brand’s new Mini Haircare Essential Set, which is exclusive to Boots in-store. The expansion follows a 1,000% YoY sales increase.
Biomimetic haircare brand K18 partnered with Sally Beauty Holdings’ Beauty Systems Group to launch across North America. Products are now available on the Cosmoprof app and website, with in-store availability across the US and Canada.
Skincare brand Matter of Fact expanded its pro-channel footprint by launching at select Cosmoprof locations and online. This is the brand’s second retail distributor after Sephora.
Victoria Jackson’s No Makeup Makeup launched on the TV selling channel. The brand features a skin-like foundation in 13 shades and marks her return to the channel where she first made cosmetics history in 1993.
Love Wellness, the supplement and self-care brand founded by Lo Bosworth, also entered QVC. The platform now stocks bestsellers like anti-bloating supplements, probiotics, and daily vitamins.
Charlotte Tilbury opened the doors to its brand-new flagship store in London’s Covent Garden. The store is 4,300 square feet, making it three times larger than the brand's previous flagship that held residency just around the corner from the new location. The store includes the brand’s first-ever Skin Spa, allowing customers access to skincare consultations and services such as facials.
Aesop opened a new store in Leeds, England. The store, located in Victoria Leeds County Arcade, reinstates the interpretation of a bathroom as a place to unwind, converse, and cleanse through a sequence of three rooms, interconnected by an enfilade.
Australian-founded skincare brand Vincent entered the US market. The brand stocks a four-piece skincare regime, including a cleanser, serum, cream, and supplement tablet, which each harness the power of natural antioxidants from apples to regenerate, restore, and refresh the skin.
Korean skincare brand Goodal has launched its popular Heartleaf line on Costco.com. The range includes an ampoule and moisturizer, created to make high-quality skincare affordable and accessible.
Luxury suncare brand Mama Sol is now available at the Four Seasons St. Louis spas. Four Seasons joined the company of other luxury spas that carry Mama Sol including the Fairmont Hotels & Resorts in Century City and Santa Monica, the Spa Aiyana at Carmel Valley Ranch, Ocean Reef Club in Key Largo, Planet Hollywood in Las Vegas, and Den Mother in Venice Beach.
Expanding its selection of premium face and body brands, ASOS has introduced Pat McGrath Labs to its site. Fifty-three of the brand's products will be available to shop, including the Mothership Eyeshadow Palettes, Divine Blush Legendary Glow Color Balm, Matte Trance Lipsticks, and FetishEyes Mascara.
Australian 40+ skincare brand BOOST LAB has launched DTC in the UK. The brand is currently the #1 best-selling skincare brand at Priceline in Australia and sells two serums every minute. BOOST LAB enters the British market with a range of 12 products, including a retinol, vitamin C, and hyaluronic acid.
K-beauty brand Pureseoul is set to open its first store of 2025 in the Cambridge Lion Yard Shopping Centre in the UK. The new store follows a recent double down in offline presence, which has seen openings in Manchester, Brighton, and Birmingham.
Gen Z menstrual care brand Viv for Your V has launched at over 500 Whole Foods across the country. The brand aims to educate consumers on cup and disc period care products through the expansion, after research found that 90% of period products are purchased in-store, yet 56% of people avoid reusable period care due to lack of awareness.
Korean tongue-in-cheek fragrance brand BORNTOSTANDOUT, which recently received Series A funding from L’Oréal, is set to launch at Selfridges in the UK, marking its first entry into the British market.
Hourglass Cosmetics has opened its global flagship store in NYC. Located at 14 Prince Street, the beauty destination has a sophisticated apartment-inspired aesthetic designed to evoke warmth and elegance for shoppers of the brand's cruelty-free, luxury products.
Truly Beauty, known for its best-selling gourmand aftershave oils, expanded its retail reach to Anthropologie stores nationwide. The brand also introduced an exclusive range of products at Anthropologie online.
Supplement brand Juna, known for its sleep and detoxifying SKUs and at-home gut health testing kit, has entered all Erewhon locations in the US. The retailer is the first to stock Juna’s Microbiome IQ Gut Health Test, which works to deliver an analysis of gut bacteria and fungi to give consumers a personalized Gut Score.
