All Beauty and Wellness Retail Expansions in 2024


Ring of ÁraRing of Ára

Ōura’s ring

Ōura Ring, the smart ring that 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 and ring size trials.

Town HouseTown House

Town House

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

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Feminine and body care brand WooWoo, sold at Free People, Anthropologie and Amazon, has also added Bluemercury to its retail roster, landing online and in 24 stores. Launched in 2016 in the UK, the brand entered the US in 2021 and its vegan hair removal cream and anti-cafe balm are among its best sellers.



Playground, the personal care brand co-founded by Christina Aguilera in 2023, is now available online and in 25 percent of Target doors. The brand, which also sells at Nordstrom, Revolve and Anthropologie, includes “Call Her Daddy” podcast host Alex Cooper and sex educator/influencer Dr. Emily Morse among his investors.

NuFace Facial Sculpting Studio at NordstromNuFace Facial Sculpting Studio at Nordstrom

NuFace Facial Sculpting Studio at Nordstrom.

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



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


Prakti beautyPrakti beauty

Prakti beauty

Pritika Swarup’s Prakti Beauty made its retail debut, launching in all five Goop stores and online. The brand, known for modernizing Ayurvedic beauty rituals through offerings such as its PritiPolish detoxifying mask and PaviPure exfoliating, plans to grow sales fourfold in 2023 versus 2022.


Our Nostalgia Eau de ParfumOur Nostalgia Eau de Parfum

Our Nostalgia Eau de Parfum

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



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

Rizo curlsRizo curls

Rizos curls

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

Sofie Pavitt Nice Ice FaceSofie Pavitt Nice Ice Face

Sofie Pavitt Nice Ice Face

Violet Gray has launched an eponymous skincare line, New York-based Sofie Pavitt, online and in store. The California-based retailer will carry the entire range of Frozen Toner Pads, Cleansing Serum and Clear Cleanser.

Le Monde GourmandLe Monde Gourmand

Le Monde Gourmand

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

Boka Ela Mint toothpasteBoka Ela Mint toothpaste

Boka Ela Mint toothpaste

Oral care brand, Boka, is now available at nearly 7,000 CVS Pharmacy locations nationwide. The brand, which entered Ulta Beauty’s 800 doors in 2023 and claims to be the number one toothpaste spot on Amazon, says its growth has quadrupled in the past year.

SadieB Go-Getter Grapefruit Floral ShampooSadieB Go-Getter Grapefruit Floral Shampoo

SadieB Go-Getter Grapefruit Floral Shampoo

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


Naked SundayNaked Sunday

Naked Sunday

The Australian retail launch of Australian sun care brand Naked Sundays is landing in more than 900 Target doors with its hero glow mist and mineral priming lotion as well as two new Target-exclusive products. The brand founded in 2021 is projected to grow 800 percent in the US in 2023, driven by the virality of TikTok.



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

Good MoleGood Mole

Good Mole

Good Molecules is now available nationwide at Target. Seven of the brand’s Gen-Z skincare products launched at the retailer, including its Tranexamic Acid Discoloration Correcting Serum and Yerba Mate Wake Up Eye Gel.

Sweet GlowSweet Glow

Sweet Glow

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



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

Dr. Lara DevganDr. Lara Devgan

The Beauty of Science Dr. Lara Devgan

There is a skincare range of the same name, Dr. New York-based Lara Devgan launches online at Nordstrom US this month, and will land at Mecca Beauty in Australia this spring. Current retailers of the line 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.




The hair care brand Eva NYC, owned by the Bansk Group, is sold in more than 6,000 Walgreens doors nationwide. The brand’s president, Annie Kolemainen, said the brand, known for its frizz-reducing hair, has seen nearly 200 percent growth in the past five years.

Game Halsey 94Game Halsey 94

Game Halsey 94

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

Ross J Bar Patch Pack.Ross J Bar Patch Pack.

Ross J. Barr Patch Pack

Acupuncturist and fertility specialist Ross J. Barr launched a wellness patch brand of the same name at Violet Grey. The brand offers a range of healing, relaxing and sleeping patches that are infused with natural ingredients such as mirage, red peony root and coix seed.

Ole HenriksenOle Henriksen

Ole Henriksen

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

Dime Dime


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

Charlotte TilburyCharlotte Tilbury

Charlotte Tilbury

In February, Ulta will open a winning combination of makeup brand Charlotte Tilbury online and in 600 stores. Chief merchandising officer Monica Arnaudo told WWD that Charlotte Tilbury received more than 1 million searches on in a 12-month period.

PDL Cosmetics Hypnotic eye shadowPDL Cosmetics Hypnotic eye shadow

PDL Cosmetics Exotic hypnotic cream eyeshadow

Latinx-based makeup brand PDL Cosmetics has joined Thirteen Moons. Four of the brand’s stocking units, including bullet and liquid lipsticks, lip glosses and cream eyeshadows, are now available online and will roll out in stores in February.

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