UPDATED: All the Beauty and Wellness Retail Expansions of 2024

May

Ōura Ring, the smart ring which tracks sleep, activity, stress and more, has added its third new retail partner in 18 months, now available at more than 104 Target locations and online at the retailer. The launch comes on the heels of expansions to Amazon and Best Buy, and includes in-store try-ons and ring sizing.

U.K.-based nail salon Townhouse has kicked off major U.S. expansion plans with a first opening in Beverly Hills. The new salon is the brand’s 40th to date — the 2018-founded salon has opened 30 locations in the last year alone — and is the first of at least five additional salons set to open in Los Angeles by the end of 2024.

Body and feminine care brand WooWoo, sold at Free People, Anthropologie and Amazon, has added Bluemercury to its retail roster, too, landing online and in 24 stores. Launched in 2016 in the U.K., the brand entered the U.S. in 2021 and counts its vegan hair removal cream and an anti-chafe balm among its bestsellers.

Playground, the intimate care brand cofounded in 2023 by Christina Aguilera, is now available online and in 25 percent of Target doors. The brand, which also sells at Nordstrom, Revolve and Anthropologie, counts “Call Her Daddy” podcast host Alex Cooper and sexual educator/influencer Dr. Emily Morse among its investors.

Following the opening of its debut Facial Sculpting Studio at Nordstrom in Newport Beach, Calif., last October, NuFace has opened two new studios with the retailer in Los Angeles and Chicago, respectively. The spaces offer exclusive treatments, complimentary facials and expert-led education; the brand reports a 250 percent increase in sales between the October opening of its initial 120-square-foot studio and the end of 2023.

After raking in a reported $63 million in sales in 2023 — up 241 percent from 2022’s $18.5 million in sales — Australia’s MCoBeauty, best known for its affordable dupes, has launched Stateside with Kroger’s Family of Stores, entering roughly 1,850 doors.

April

Pritika Swarup’s Prakti Beauty has made its first retail foray, launching in all five Goop stores and online. The brand, known for modernizing Ayurvedic beauty rituals via offerings like its exfoliating PritiPolish and PaviPure detox mask, purports to have quadrupled its sales growth in 2023 versus 2022.

March

Ourside, the luxury fragrance brand introduced by Keta Burke-Williams in 2023, has launched at Bergdorf Goodman as the retailer’s only Black woman-founded fragrance brand. The three eau de parfums Nostalgia, Dusk and Moon Dust, retail for $196 each and are “designed for non-conformers.”

Home and fine fragrance brand Dedcool has launched in the U.K. in 30 Space NK stores. The brand’s other international markets include Australia and New Zealand, where it sells at Mecca, and Canada via Sephora Canada.

Rizos Curls has launched 10 hero products in 25 Nordstrom doors including the brand’s bestselling Curl Defining Cream and, exclusively, its new California Classic hair and body perfume. Nordstrom joins Target, Ulta Beauty and Thirteen Lune as Rizos fourth retail partner.

New York-based aesthetician Sofie Pavitt’s eponymous skin care line has launched online and in store at Violet Grey. The California-based retailer will carry the full range of Frozen Toner Pads, Clearing Serum and Clean Clean Cleanser.

Le Monde Gourmand has launched at 700 Ulta Beauty doors. The masstige fragrance brand is incubated by Tru Fragrance & Beauty, which landed a majority investment from Monogram Capital Partners this month.

Now available at nearly 7,000 CVS Pharmacy locations nationwide is oral care brand, Boka. The brand, which entered 800 Ulta Beauty doors in 2023 and purports to hold the number-one toothpaste spot on Amazon, says it has more than quadrupled its growth in the last year.

SadieB, the Gen Z-focused personal care brand founded in 2022 by sisters Sadie and Abby Bowler, now 21 and 22 years old, has entered 507 Target doors. The brand offers hair and body care priced $14 and under, and is also a public benefit corporation partnered with Girl Up to support girls’ mental health and development.

February

Australian sun care brand Naked Sundays has made its U.S. retail launch, landing at more than 900 Target doors with its hero glow mist and mineral priming lotion as well as two new Target-exclusive products. The 2021-founded brand purports to have grown 800 percent in the U.S. in 2023, propelled by TikTok virality.

Charlotte Palermino’s Dieux is taking on brick-and-mortar retail. The direct-to-consumer darling, best known for its silicone gel eye masks, will enter 714 Sephora locations on March 13 following its online debut at the retailer last month.

Good Molecules is now available nationwide at Target. Seven of the Gen-Z skin care brand’s bestselling products, including its tranexamic acid Discoloration Correcting Serum and Yerba Mate Wake Up Eye Gel have launched at the retailer.

Self-tanning brand Dolce Glow — which received an investment from Miley Cyrus in 2023 — has entered an estimated 273 Ulta Beauty doors. Founded by celebrity tanning artist Isabel Vita, the brand offers tanning mists, mousses and lotions, and also sells at Nordstrom.

Maesa-backed Hairitage, which debuted in 2020 at Walmart, has added CVS Pharmacy, Kroger and supermarket chain HEB to its retail roster, entering a cumulative 6,000-plus new doors. Founded by YouTuber Mindy McKnight, the brand’s assortment features a range of hair and body care offerings.

New York-based plastic surgeon Dr. Lara Devgan’s eponymous skin care range is launching online at Nordstrom U.S. this month, and will land at Mecca Beauty in Australia this spring. The line’s existing retailers include Violet Grey, Net-a-porter and Moda Operandi.

Sustainable skin, hair and body care brand Geologie has entered more than 800 Target doors. The rollout includes the brand’s Clear System and Blemish Buster acne care kits, which retail for $36 and $14.99, respectively.

January

Bansk Group-owned hair care brand Eva NYC has landed in more than 6,000 Walgreens doors nationwide. Brand president Annie Kolemainen said the brand, known for its frizz-reducing hair primer, has seen nearly 200 percent growth during the last five years.

Halsey’s $10-or-less cosmetics brand Af94 is following in the footsteps of its sister brand, About-face, with an Ulta Beauty expansion. Four of the brand’s products, including its lip stains, bronze and highlight duos and liquid eye shadows, are available online and in-store at the retailer.

Acupuncturist and fertility specialist Ross J. Barr’s eponymous wellness patch brand has launched at Violet Grey. The brand offers a range of healing, calming and sleep patches infused with natural ingredients such as safflower, red peony root and coix seed.

Olehenriksen, which celebrated its 40th anniversary in 2023, is now available at Ulta. The Scandinavian beauty brand’s brightening eye cream, vitamin C serum, dark spot toner and peptide moisturizer and lip treatment have launched at the retailer.

Also at Ulta, aesthetician-founded Dime is rolling out to more than 500 doors. Launched in 2018 by husband-wife duo Baylee and Ryan Relf, the vegan skin care brand’s best-sellers include its Dewy Day Cream and witch hazel toner.

In February, Ulta will inaugurate buzzy makeup brand Charlotte Tilbury’s assortment online and into 600 stores. Chief merchandising officer Monica Arnaudo told WWD Charlotte Tilbury received more than 1 million searches on ulta.com in a 12-month period.

Latinx-founded makeup brand PDL Cosmetics has entered Thirteen Lune. Four of the brand’s stock keeping units, including bullet and liquid lipsticks, lip gloss and cream eyeshadows are now available online and will roll out to stores in February.