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Ulta Beauty's Top Wellness Brands in August
Confirmed
In Short: In August, Ulta Beauty's top wellness brands were highlighted by Yipitdata, with Kourtney Kardashian-Barker’s Lemme leading brick-and-mortar sales at 40.2 percent, followed by Nutrafol at 15 percent.
Laura Beres, vice president of wellness at Ulta, noted that nutrition and supplements are often the entry point for consumers into the wellness market, resonating with innovative, science-backed brands that focus on lifestyle and prevention.
Beres explained that historically, the nutrition and supplements category has felt clinical or medicinal, but recent years have seen a shift towards more fun and proactive health brands.
Ulta has introduced over 40 new brands to its wellness assortment over the past 18 months and is now expanding into the fitness category.
Another emerging category within Ulta's wellness offerings is intimate wellness, where the majority of the assortment was originally online due to consumer discretion.
The ESPA Moments of Wellness Advent Calendar 2026, known for its high-end skincare, is now available, offering a self-care routine over makeup or perfume.
This year's calendar is a strong pick for those who prefer baths, masks, and skincare over cosmetics.
What this adds
The shift towards more lifestyle-focused and fun brands within the nutrition and supplements category is a recent trend.
Ulta's expansion into the fitness category represents a new direction for the retailer's wellness offerings.
What's confirmed
- Laura Beres, vice president of wellness at Ulta, noted that nutrition and supplements are often the entry point for consumers into the wellness market, resonating with innovative, science-backed brands that focus on lifestyle and prevention.
- Beres explained that historically, the nutrition and supplements category has felt clinical or medicinal, but recent years have seen a shift towards more fun and proactive health brands.
- Ulta has introduced over 40 new brands to its wellness assortment over the past 18 months and is now expanding into the fitness category.
- Another emerging category within Ulta's wellness offerings is intimate wellness, where the majority of the assortment was originally online due to consumer discretion.
- The ESPA Moments of Wellness Advent Calendar 2026, known for its high-end skincare, is now available, offering a self-care routine over makeup or perfume.
- This year's calendar is a strong pick for those who prefer baths, masks, and skincare over cosmetics.
What's still developing
- A closer look at the brands that ruled inside the retailer this August, per Yipitdata.
- It was the summer of supplement shopping at Ulta Beauty, with brands such as Kourtney Kardashian-Barker’s Lemme, Nutrafol and Love Wellness energizing back-to-school sales at retailer.
- Lemme, specifically, accounted for roughly 40.2 percent of sales at brick-and-mortar in August, while Nutrafol, the Unilever-owned brand best known for its hair growth capsules, clocked in at 15 percent, per Yipitdata.
- Related Articles Wellness Hoda Kotb Talks Her Wellness App, Working With Kathie Lee Gifford and What Being a Boss Has Taught Her Wellness Wizard Wellness Raises $1 Million, Unveils First Celebrity Campaign Another emerging category in-store is intimate wellness.
- Here, a look at the top 10 wellness brands by brick-and-mortar sales at Ulta in August, per Yipitdata.
- The ESPA Moments of Wellness Advent Calendar 2026 is out now – here’s everything you need to know, plus what was inside last year’s calendar ESPA is renowned for its range of high-end skincare found in spas across the country.
- P.s this is not an ad and is not branded content #adventcalendar #espa #skincareadventcalendar #beautyadventcalendar2026 #premiumskincare Last year we unboxed a number of advent calendars daily and this year we’re taking things up a notch.