Retail launches and expansions in Q2 2025 signal a vivid portrait of the modern beauty and wellness shopper, as well as the evolving priorities of both mass and prestige retailers. Across beauty’s categories, three key themes stand out: the continued normalization of hormonal and intimate health, the rise of accessible luxury, and a new era of mass feminization as cult-favorite DTC brands and niche players scale up through big-box distribution.For instance, CVS shelves now reflect the growing consumer demand for everyday solutions and real-life body concerns, as evidenced by the launch of O Positiv, Megababe Beauty, and Womaness, championing the message that vaginal health and menopause relief deserve mainstream visibility. Retailers such as Ulta Beauty and Target continue to merge wellness and beauty, through launches like Rael’s cycle care and Nello’s stress-calming supplements, standing proudly next to color cosmetics and haircare.Meanwhile, brands such as Dossier, ScentMatch, and Tower 28 signal a broader appetite for affordable luxuries, offering fragrance dupes, TikTok-famous scents, and buzzy beauty staples at a fraction of luxury prices with a premium retail backdrop. From Glossier’s expansion into Sephora France to AESOP’s first-ever outlet store in the UK, heritage brands are experimenting with new retail channels to meet consumers where they are: searching for status symbols they can justify in a cost-conscious climate.BeautyMatter rounds up the retail expansions worth noting from the past three months.ULTA BEAUTYKorean brand Rael’s cycle care entered 300 doors through The Wellness Shop, stocking period care and supplements.