Dietary complement manufacturers are more and more coming into the retail magnificence house, and Ulta Magnificence is main the cost. With latest in-store and on-line launches from Nutrafol, ARMRA and Ritual, the retailer is demonstrably deepening its dedication to the “beauty-from-within” class.
This shift comes as knowledge from Mintel and BEAUTYSTREAMS point out robust development within the international complement and nutricosmetics markets, pushed partially by rising curiosity in ingestible merchandise for pores and skin, hair and holistic well being. Collectively, these developments underscore how magnificence retailers are evolving into wellness locations and why stakeholders within the complement business are capitalizing on this chance.
How shopper wellness developments are fueling magnificence retail enlargement
In keeping with Mintel knowledge supplied to NutraIngredients-USA, 69% of U.S. shoppers who take nutritional vitamins, minerals and dietary supplements (VMS) for beauty-specific functions achieve this usually to reinforce their look. Moreover, 34% of standard VMS customers cite “magnificence well being,” corresponding to pores and skin and hair wellness, as a core motivator.
Amongst feminine VMS customers, that determine rises to 42%, in comparison with 26% for males, and these preferences are serving to to reshape the panorama of complement use and retail placement.
The broader VMS class displays this upward development in shopper curiosity. Mintel estimates valued the U.S. VMS market at $37.4 billion in 2024 and tasks it’ll develop to $41.1 billion by 2029, pushed partially by beauty-linked motivations and the continued mixing of wellness and private care routines.
BEAUTYSTREAMS additionally famous this momentum at a world stage.
“The worldwide dietary dietary supplements market dimension was valued at $481.28 billion in 2024 and is projected to rise from $510.40 billion in 2025 to $816.57 billion by 2033,” Eleonora Mazzilli, development localization & enterprise improvement director for North America at BEAUTYSTREAMS, advised NI, citing Straits Analysis.
She added that the nutricosmetics section alone is forecast to develop from $7.78 billion in 2025 to over $13 billion by 2032.
Whereas on-line platforms, pharmacies and grocery retailers nonetheless dominate distribution, “magnificence shops are shortly changing into a key retail platform for ingestible magnificence, significantly amongst youthful, wellness-conscious shoppers,” she mentioned.
She additionally emphasised that this shift is being pushed by shoppers’ want for personalised, lifestyle-oriented options.
“Dietary supplements are evolving from normal well being merchandise into focused, beauty-driven instruments that assist each look and inside well-being and at the moment are being included into skincare, hair care and scalp care routines, usually as a part of a extra holistic strategy,” she mentioned.
In keeping with Mazzilli, merchandise that tackle issues corresponding to pores and skin radiance, scalp microbiome stability, wholesome getting older and stress administration are particularly well-suited to magnificence retail environments, which prioritize curated, sensorial experiences.
“The shift towards magnificence and wellness integration, mixed with the sensory attraction of latest codecs and the science-backed promise of focused outcomes, helps make magnificence retailers a pure dwelling for dietary supplements,” she added.
A better look: Nutrafol, ARMRA and Ritual launch at Ulta Magnificence
A collection of latest model launches at Ulta Magnificence exemplify this shift. Dermatologist-recommended hair development complement model Nutrafol, for instance, will roll out in choose shops on Aug. 3, following a web-based launch earlier this month.
“We’re thrilled to carry Nutrafol to Ulta Magnificence cabinets, empowering prospects to take motion on their hair objectives with clinically backed formulation and actual training,” Angela Hildebrand, chief business officer at Nutrafol, advised NI.
“Ulta Magnificence is the precise match for Nutrafol due to its deep dedication to training, accessibility and in-store expertise, [as] its atmosphere permits us to introduce our science-backed strategy to hair wellness in a means that feels each approachable and trusted.”
The model’s launch consists of best-selling merchandise corresponding to Nutrafol Ladies, Nutrafol Postpartum, alongside topical choices like Nutrafol Hair Serum and Shampoo.
One other main entrant is ARMRA, a physician-founded model of bovine colostrum dietary supplements. As confirmed within the firm’s press launch, ARMRA’s nationwide retail launch, which befell earlier this month, included its ingestibles in any respect 1,400 Ulta Magnificence areas and on-line.
The model, which was beforehand DTC-focused, is now positioned in The Wellness Store, a curated house inside Ulta devoted to holistic well-being.
“ARMRA has at all times been about rewriting the foundations by returning to nature’s unique supply code,” mentioned Dr. Sarah Rahal, CEO and founding father of ARMRA, in a media assertion. “Bringing ARMRA into Ulta Magnificence’s wellness assortment opens the door for extra individuals to reclaim their inherent brilliance, not simply on the floor however woven by means of each cell.”
Rounding out the latest launches is Ritual, which joined Ulta Beauty’s wellness assortment earlier this summer season, and its entrance into the wonder retail market underscored the growing demand for ingestibles with traceable, science-backed elements that provide each health and beauty advantages.
With strong shopper curiosity and continued retail funding, the push from complement manufacturers into the wonder house reveals no indicators of slowing, providing new development alternatives inside a historically cosmetic-driven market.
