Beauty retail continued to stretch beyond its traditional boundaries this quarter, as brands moved across geographies, price points, and retail categories. K-beauty was particularly mobile: PureSeoul partnered with Primark on an exclusive K-Beauty Mini Mart built around sister brands developed for high-volume distribution. Tony Moly pushed further into Australian mass retail, and Target Beauty Studio added a wave of Korean and Asian beauty brands to its US assortment. Wellness also continued to converge with beauty, with Ulta Beauty bringing Midi Health supplements into its stores, CVS adding Pure Genius Protein, and AG1 making its UK brick-and-mortar debut at Holland & Barrett. Meanwhile, international expansion remained a major driver of distribution: Cécred made its first move outside the US through SpaceNK, rhode entered 19 European markets with Sephora, Florasis expanded into the Middle East through Ulta, and Nest New York widened its UK footprint, reflecting an increasingly fluid retail landscape in which specialty beauty, mass, pharmacy, fashion, wellness, and value retailers compete for the same beauty and wellness spend.
C-beauty brand Florasis has expanded to Ulta Beauty in three UAE locations: The Dubai Mall, Mall of the Emirates, and Dubai Hills Mall. Since its launch in 2017, Florasis has brought C-beauty to the forefront of the global beauty market. Florasis’s expansion to the Middle East signals the continued growth of C-beauty on the international stage.
LA-based beauty brand Moira Cosmetics launched online at Ulta Beauty after expanding into mass retail at CVS in July 2026. Known for its inclusive shade ranges and wide assortment of color makeup offerings, Moira Cosmetics creates prestige-inspired products at an affordable price point. The Ulta Beauty launch includes their best-selling products, such as the Butter Bliss Balm, Chroma Light Eyeshadows, and Supernova Multichrome Gel Liners.
Rodan + Fields has expanded its Ulta Beauty presence by expanding from 150 to 400 Ulta Beauty stores. After stopping its multi-level marketing model in 2024, the brand entered 150 Ulta Beauty stores in February 2025.
Women’s supplement brand Midi Health made its retail debut at Ulta Beauty, both online and in stores. The women-focused health clinic first launched its supplement line in August 2025 with three formulations: Daily Cortisol, Daily Fiber+, and Daily Brain Boost. Midi’s full range of clinician-formulated supplements is available at over 300 Ulta Beauty locations, marking the retailer's first partnership with a virtual healthcare clinic.
British niche fine fragrance brand Floral Street has launched online at Ulta Beauty, expanding its US retail presence from DTC and Bloomingdale's. The fragrance brand, founded by Michelle Feeney—former Vice President, Global Communications of MAC Cosmetics, an Estée Lauder Company—was built around sustainability and creating scents inspired by modern British women.
Calista, the haircare and tool brand created by award-winning stylist Maria McCool, has launched online at Ulta Beauty. Calista debuted with an Ulta Beauty–exclusive bundle, featuring its Soft Grip Rollers and Mini Embellish Flex Spray. The expansion strengthens Calista’s online retail presence and introduces its easy-to-use, at-home styling solutions to Ulta Beauty’s broad customer base.
First launched in 2021 as an Amazon-exclusive brand, Wavytalk has since expanded to several retailers including TikTok Shop, Target, Walmart, and now, Ulta Beauty. Wavytalk marked its in-store debut with its signature hair tools in new Ulta Beauty–exclusive colorways, Periwinkle and Sunset Blush. As of September 2026, Wavytalk products have launched in over 1,000 Ulta Beauty stores, expanding the brand’s physical retail presence.
Founded by stem cell biologist Annalina Che, Darkfin Labs biotech skincare has launched online at Ulta Beauty with their hero Longevity Serum + Moisturizer. Each Darkfin Labs product features the brand’s proprietary L-01 peptide platform, a plant-based regenerative peptide complex that claims to target visible skin aging. The launch comes as interest in peptides continues to spike and as Ulta Beauty continues to expand its science-backed skincare offerings.
Ritual-rooted fragrance brand Cirqadian has launched on Ulta Beauty’s online storefront, after launching DTC and at Revolve in August 2026. The Ulta launch includes the brand’s debut fragrances Away Message, Brain Stems, and Good Anjou, and the Reset Ritual discovery set containing all three fragrances.
Modern intimacy and wellness brand Maude has expanded online at Ulta Beauty and in 329 Ulta Beauty stores, with a concurrent launch at Target Beauty Studio. Founded by Éva Goicochea in 2018, the sexual wellness brand first entered mass beauty retail through Sephora in 2021, followed by Nordstrom, Bloomingdale's, and Erewhon. As the intimate care category grows, beauty retailers continue to expand their intimate care offerings, stocking vibrators, oils, and personal lubricants on shelves as the merging of beauty and wellness continues to become more prominent.
Spanish beauty-tech brand Unicskin made its US debut with distribution through Ulta Beauty. The brand combines skincare with at-home LED, near-infrared light, EMS, radiofrequency, and heat therapy beauty devices. The expansion brings UNICSKIN’s European- and Korean-influenced approach to skin longevity to major US retail channels as the brand builds its presence outside Europe.
Touchland made its UK debut at SpaceNK, bringing the brand’s viral hand sanitizers, mists, and accessories to UK consumers. The launch spans both SpaceNK’s brick-and-mortar and online stores. Touchland is launching with 18 SKUs, including the Power Mist Hydrating Hand Sanitizer, which will launch in eight fragrances. SpaceNK's exclusive UK retail partnership with Touchland follows a rapid growth period for the brand, generating $130 million in revenue in 2025 before being acquired by Church and Dwight for $700 million the same year.
Beyoncé’s haircare brand Cécred debuted in the UK and Ireland through an exclusive partnership with SpaceNK. After launching DTC in February 2024, the brand made its US retail debut at Ulta Beauty in February 2026. The SpaceNK launch marks the brand’s first international retail expansion, bringing the collection to 90 stores across the UK and Ireland.
Designed specifically for women over 40, US brand Sarah Creal Beauty has brought its age-conscious skincare and makeup products to SpaceNK, marking the brand's first international retail partnership. The SpaceNK launch features the full Sarah Creal range. Since the brand launched in June 2024, it has already expanded its retail footprint in the US through Sephora US in September 2024. Sarah Creal’s UK expansion is the latest addition to SpaceNK’s age-focused beauty assortment, joining brands like Laura Geller Beauty, Studio 10, and Merit, whose core consumer is 30 to 40+.
Founded by Dr. Antony Nakhla, a dermatological surgeon, US restorative skincare brand Eighth Day has launched in SpaceNK. The launch includes its hero product, The Regenerative Serum, and eight other SKUs.
Clinical skincare brand SkinCeuticals has launched on SpaceNK’s online storefront and is available at SpaceNK Battersea Power Station in London through its new SkinCeuticals Treatment Room. The Treatment Room provides clinical skincare treatments like chemical peels, skin facials, and light therapy. The launch builds on SpaceNK’s skincare assortment of US brands.
Korean skincare brand Anua entered SpaceNK online and in stores. Anua was first introduced to the UK market through Boots in fall 2024, followed by an Amazon UK launch in January 2025. SpaceNK began K-beauty rollouts starting in August 2025 through their partnership with US-based online retailer Soko Glam, bringing brands like Skin1004, Some By Mi, and Neogen to the UK.
Fragrance brand Jo Malone London has launched online and in 26 SpaceNK stores. The launch expands its existing retail presence in the UK and its recent rollout at Boots in August 2026.
Hailey Bieber's beauty brand rhode has debuted in Europe with Sephora locations across 19 new countries. Initially launched DTC in 2022, rhode’s new European expansion follows its $1B acquisition by e.l.f. Cosmetics and its subsequent debut with Sephora in the US, Canada, and the UK in 2025.
Cult Gaia’s fragrance collection has launched online and in over 150 Sephora stores in the US. The collection debuted in 2024 at Cult Gaia stores and online, featuring three scents named after Farsi words: Noor, Zan, and Mast. The launch marked Cult Gaia’s first beauty extension and shift from a fashion label into a global lifestyle brand.
Khloe Kardashian Fragrances has launched at 1,300 Sephora US and Sephora Kohl's doors nationwide. Sephora is also the brand’s exclusive retailer in the Canadian market. Khloe Kardashian launched her first fragrance in 2024 with consecutive UK and US retail debuts at Harrods and Ulta Beauty.
Botanical-based skincare brand Naturium has launched with Sephora across Canada and Mexico, expanding its North American retail presence. Sephora is Naturium’s exclusive retail partner in Mexico. Naturium first entered the Canadian market through a retail partnership with Shoppers Drug Mart in February 2024.
e.l.f. Cosmetics has expanded into Brazil, launching exclusively with Sephora. The brand previously partnered with Sephora to launch internationally in Mexico in 2024 and the Gulf Cooperation Council region (GCC) in 2025. e.l.f Cosmetics has been steadily increasing its international retail presence over the past few years through partnerships including Rossmann in Germany, Coles in Australia, and Douglas in Italy.
LED light therapy brand Omnilux has launched at Sephora, bringing its LED skincare devices to Sephora locations nationwide and at sephora.com. The launch comes as Sephora continues to develop its advanced/professional-grade skincare technology assortment. Before entering mainstream US retail at Nordstrom in 2025, Omnilux was only available through its DTC website and a select network of dermatologists and aesthetic clinics worldwide.
Acne-focused skincare brand Banu Skin made its brick-and-mortar debut at Sephora, beginning a rollout that will bring the brand to 23 stores across New York, Los Angeles, Miami, and Las Vegas through March 2027. Founded by Roz Samimi, Banu develops formulas for acne-prone skin across all six Fitzpatrick skin types. The physical expansion follows Banu’s June 2025 launch on Sephora’s online storefront after participation in the Sephora Accelerate program.
K-beauty brand Nooni has launched at Target Beauty Studio, marking the brand’s US debut. The introductory selection of appleseed lip oils is available in over 600 Target locations and features eight shades: Appleclear, Applepeony, Appleberry, Appleplum, Applefig, Applewine, Appleginseng, and Applecranberry.
K-beauty-inspired bodycare brand Voesh has launched online and in stores at over 600 Target Beauty Studio locations. Founded by Vera Oh and Joseph Choi in 2013, Voesh initially created professional nail and spa treatment products before transitioning to bodycare in March 2026 when they debuted their sensorial skin and body treatments at Ulta Beauty.
Viral Korean skincare brand Mixsoon has launched online and in over 600 Target locations through Target Beauty Studio. Mixsoon first entered US retail through a partnership with K-Beauty World and Ulta Beauty in July 2025, then launched at Costco stores in June 2026.
Korean haircare brand Aromatica has entered Target Beauty Studio; the launch features eight scalp and hair products, including its hero Rosemary Root Enhancer. The Target Beauty Studio launch follows Aromatica’s US retail entry at Nordstrom online and in stores in July 2026.
Japanese haircare brand Diane Perfect Beauty has also landed in the retail studio with five shampoo and conditioner pairings.
Australian sunscreen brand Standard Procedure has entered Target Beauty Studio after making its online US retail debut with Revolve, and its DTC site in 2024.
Modern intimacy and wellness brand Maude has expanded online and in stores at Target Beauty Studio alongside its launch at Ulta Beauty. The Target Beauty Studio and Ulta Beauty launch marks Maude’s largest retail expansion, as the beauty brand’s intimate care category evolves.
British haircare brand Hair Syrup has also joined Target’s curated lineup. The launch marks Hair Syrup’s US brick-and-mortar debut and features the brand’s signature hair oils, Rapunzel and Growsmary. Prior to its expansion to Target Beauty Studio, Hair Syrup was available to US consumers online through its DTC site.
Nick Stenson Beauty has launched online and in stores. Founded by stylist and former Senior Vice President of Stores and Operations at Ulta Beauty, Nick Stenson’s haircare products first entered beauty retail with an exclusive debut at Ulta Beauty in 2022.
Nail care brand Buff Beauty, founded by Katia Beauchamp, marked its first national retail partnership since its initial DTC launch in July 2026.
Hair tool brand SRI Labs launched its best-selling DryQ Hair Dryer on Target.com, expanding its online retail presence for the first time since DTC and Amazon. The hair dryer features infrared light therapy and intelligent heat control.
Korean skincare brand Tony Moly has strengthened its Australian retail presence with simultaneous launches at Target Australia, Coles, and Kmart. The brand has expanded into 120 Target Australia stores, as K-beauty amplifies its presence beyond specialty beauty stores into everyday retail channels.
Women’s wellness brand Juna has expanded its retail distribution at Revolve, bringing its plant-based supplements to the fashion and lifestyle retailer’s customer base. Founded by Jewel Zimmer and Taylor Lamb, Juna offers products targeting digestion, bloating, sleep, stress, and metabolism. The partnership expands the brand beyond traditional wellness retail as Revolve continues to build its presence across beauty and wellness.
MSK Labs has expanded its retail distribution with launches at FWRD and Revolve. Founded by Mishel Chernyavskiy, the brand combines sunless tanning actives with skincare ingredients including niacinamide, hyaluronic acid, lactic acid, and squalane. The retail assortment includes The Quickie Express Self Tanning Gel and The Night Affair Overnight Tanning Mask, extending MSK Labs’ reach across fashion and beauty-focused retail platforms.
Maesa-owned Kristin Ess Hair has expanded its distribution beyond traditional beauty retail by launching at Revolve. The brand will offer more than 30 haircare and styling products through the fashion and lifestyle retailer, giving it access to Revolve’s Gen Z and millennial customer base. The partnership adds a fashion-led retail channel to Kristin Ess Hair’s distribution network as the brand looks to position haircare more closely within consumers’ broader personal style and lifestyle purchases.
SBE Beauty made its physical beauty retail debut at Credo Beauty, launching its full assortment nationwide in stores and online. Founded by Ella Rose McFadin HW and Jordan Hayward, the expansion followed a recent brand and packaging refresh, and the company plans additional product and category launches in 2027 that will debut exclusively at Credo before expanding elsewhere.
French skincare brand Cosmetics 27, founded by Michèle Evrard, is now available at Credo Beauty US. The brand specializes in clean, Centella asiatica–focused skincare. The partnership gives Cosmetics 27 a new US retail platform as it looks to grow its market presence.
Indian niche fragrance house Rahasya opened its first dedicated UK retail space at Selfridges London, alongside the exclusive launch of Nomadic Jasmine, its first Extrait de Parfum. The immersive pop-up ran from August 27 through September 9, while the fragrance has also rolled out to Selfridges Birmingham and Manchester locations and online. Founded in Singapore in 2024, Rahasya had previously been stocked in the Selfridges beauty hall and online, with the launch expanding its physical presence across the retailer’s UK portfolio.
Irish skincare and makeup brand Poco Beauty has expanded into UK retail through an exclusive partnership with Selfridges, launching online and across all four of the retailer’s stores in London, Manchester, and Birmingham. The 29-product assortment spans skincare and color cosmetics. Founded by Pippa O’Connor Ormond in 2023, the Selfridges rollout follows the launch of its UK direct-to-consumer website in June.
byAVA, the beauty and wellness brand founded by beauty creator Ava Lee, expanded its international retail presence by launching its V-Line Glow Ear Seed Kit at Le Bon Marché in Paris. The brand built social traction around its ear seeds, which draw on the traditional wellness practice of auriculotherapy. The Paris launch followed byAVA’s recent entry into Selfridges in London, extending the brand's physical retail footprint across two major European department stores as it looks to translate viral demand into international growth.
Italian professional haircare brand Yellow Professional, developed by Alfaparf Milano Group, has expanded beyond the salon channel with its first nationwide US retail partnership at Sally Beauty. Sold in more than 100 countries, the brand is entering the retailer with four collections—Color Care, Nutritive, Repair, and Silver—targeting color protection, nourishment, damage repair, and tone correction.
Haircare brand Soapbox has launched three new collections exclusively at Sally Beauty stores nationwide and online. The rollout lead with its Alcohol-Free Hair Fragrance Finishing Mists, available in four scents and formulated to add fragrance while smoothing flyaways, enhancing shine, and protecting against UV exposure and color fading, according to the brand
K-beauty specialist Pureseoul has partnered with Primark to launch an exclusive K-Beauty Mini Mart, bringing seven diffusion and sister brands from established Korean beauty companies to the value retailer. The assortment includes skincare, suncare, masks, and color cosmetics, from Dermablock by Cell Fusion C, The Essential by Ariul, First Edition by Sungboon Editor, Cerabasee by Realbarrier, Dropbe by The Saem, and Dear Thing by Milktouch, among others. The products are designed for high-volume distribution within Primark’s pricing structure and will not be sold through Pureseoul’s own stores. The partnership extends Pureseoul’s reach beyond its owned retail network following its 1,919-square-foot Lakeside opening in August and its partnership with Superdrug, which brought K-beauty brands to the retailer’s expanded International Beauty assortment across 64 UK stores.
French derm-skincare brand Avène has expanded its US distribution by launching at select Walmart stores nationwide and online. The retailer is carrying a curated assortment of sensitive-skin–focused products, including bestsellers Cicalfate+ Restorative Protective Cream and Thermal Spring Water. The partnership broadens Avène’s US reach while bringing its French pharmacy positioning to Walmart’s mass-market customer base.
Cure Hydration completed its largest retail expansion to date, launching nationwide across more than 4,500 Walmart stores and online. The retailer is carrying a curated selection of the brand’s adult hydration products alongside Cure Kids electrolyte drink mixes. The rollout brings Cure’s total US distribution to more than 27,000 doors, following expansions at Target and Whole Foods Market and its inclusion in Ulta Beauty’s Wellness Shop. Cure reports that its distribution has grown 561% over the past three years, while its Amazon market share has increased 525%.
Korean skincare brand Tony Moly has strengthened its Australian retail presence by launching simultaneously at Coles, Target Australia, and Kmart. The brand has expanded to 800 Coles stores, extending K-beauty’s Australian presence beyond specialty beauty stores into mass-market retail channels.
Pure Genius Protein, the protein shot brand co-founded by Mel Robbins, entered the pharmacy retail channel with a launch across more than 6,000 CVS stores nationwide and online. The rollout also marks the first time the brand has offered its products as individual bottles, including Pink Lemonade, an exclusive CVS flavor. The expansion follows Pure Genius Protein’s entry into Target stores in April, as it builds its retail footprint in the growing functional beverage category.
K-beauty skincare brand Hanhoo expanded its US distribution by launching three of the brand’s Korean-made acne patch products in more than 600 CVS Pharmacy locations nationwide and online. The launch builds on Hanhoo’s broader retail expansion, which the brand reports as having grown 34.5% year over year.
Performance bodycare brand Bravo Sierra has expanded its US retail footprint by launching at Bloomingdale’s, joining its existing department store distribution at Dillard’s. The brand is now available online at Bloomingdale’s, with its core assortment rolling out to select flagships, including 59th Street and SoHo in New York and Los Angeles. Founded in New York City, Bravo Sierra develops personal care products for active lifestyles and tests its formulas with US military members. The expansion follows the launch of Vanilla Hide, the brand’s first eau de parfum, developed with Givaudan.
Mario Badescu has expanded its international distribution with launches in the UAE and Oman through a partnership with Nyssa Middle East, bringing its assortment to consumers in both markets through Apparel Group–operated Nyssa.
Kiehl’s opened a 1,300-square-foot European flagship at 43 Carnaby Street in London, coinciding with the L’Oréal-owned skincare brand’s 175th anniversary. Spanning three floors, the store was designed around an omnichannel shopping experience that combines product discovery with in-store services. The opening marks Kiehl’s second stand-alone boutique in London’s West End, following the recent expansion of its Seven Dials location at 55 Monmouth Street. The flagship also adds to Carnaby Street’s growing beauty presence, which recently welcomed Sephora’s first UK boutique-format store.
Dermatologist-developed skincare brand Virginskin made its largest retail expansion to date by launching with Nordstrom online. The Manhattan-born brand entered the retailer with its hero Daily Glow Active Hydrator, a formula originally developed more than 50 years ago in a dermatology practice as a post-laser recovery cream. The launch also includes a Nordstrom-exclusive set featuring two sizes of the hydrator and a gua sha, bringing the brand founded by Andrea Lefkovits to a wider US audience.
Fragrance brand Nest New York expanded its UK retail footprint with launches at Selfridges, Harrods, Cult Beauty, and John Bell & Croydon as it looks to build business beyond the US. The expansion comes as fine fragrance has grown from 15% to 30% of the brand's total revenue over the past three years.
Daily nutrition supplement brand AG1 made its UK and Ireland brick-and-mortar retail debut through an exclusive partnership with Holland & Barrett. The launch brought AG1 to 50 stores and the retailer’s website, with distribution set to expand to 400 locations nationwide from November 9. The rollout, AG1’s first at-scale international physical retail presence, includes 5- and 30-count boxes of its Travel Packs alongside its shaker, extending a brand historically built through direct-to-consumer distribution onto the UK high street.
