Ulta Beauty Doubles Down on Wellness With Midi Health Launch
Ulta Beauty launched seven Midi Health supplements online Sunday, with five products heading to more than 300 stores in September as wellness deepens as a category.
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The takeaway
- Ulta Beauty added seven Midi Health supplements to its online store on Sunday; five products roll out to more than 300 doors throughout September.
- Midi Health co-founder and CEO Joanna Strober said: "There is an intersection between beauty and health that we feel strongly about."
- Ulta has previously added supplement brands including Lemme, Stripes and Ritual as it banks on wellness as a dedicated category.
Ulta Beauty added products from women's telehealth company Midi Health to its lineup on Sunday. The launch starts with seven supplements available at Ulta's online store, with five products rolling out to more than 300 doors throughout September.
"Health is a way to feel beautiful, feel good, feel great about yourself," said Joanna Strober, co-founder and CEO of Midi Health. "There is an intersection between beauty and health that we feel strongly about. And so we're excited that Ulta also sees that."
Midi is not the first supplement maker to arrive at Ulta. The retailer has already added Kourtney Kardashian Barker's Lemme line, Naomi Watts' menopause-focused Stripes and DTC-native Ritual as it continues to bank on wellness as a dedicated category.
The Midi launch extends a pattern rather than starting one. Ulta has spent the past several years treating ingestible beauty and supplements as a merchandising priority, not a peripheral experiment. Each new brand arrival — Lemme, Stripes, Ritual and now Midi — broadens the retailer's definition of what belongs in a beauty store.
For Midi Health, the Ulta partnership puts a telehealth company's products in front of a mass beauty audience. For Ulta, it adds another wellness name with a direct health positioning to a shelf already crowded with celebrity-founded and digitally native supplement brands.
The rollout timeline matters for anyone tracking the category. Online availability comes first, followed by a physical presence in more than 300 stores across September. That sequence mirrors how Ulta has typically introduced wellness brands before scaling them into brick-and-mortar distribution.
Strober's framing signals how supplement brands now position themselves to beauty retailers: not as adjacent products, but as part of the beauty proposition itself. Whether that framing translates into sustained sell-through will determine how much further Ulta pushes the wellness category in the seasons ahead.
Source: Glossy; Source: businessoffashion.com
Grace Kim
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Correspondent covering media and advertising at Eurasian Beauty Journal.
