Six months after entering four Ulta Beauty stores, Stripes Beauty is expanding into 448 locations, marking the Naomi Watts-founded menopause care brand’s first major national retail rollout.Across the 448 stores, beginning July 26, Stripes will expand its in-store assortment to five products spanning skin care, body care and intimate wellness: Rich & Tight, The Full Monty, Vag of Honor, Oh My Glide and Dew as I Do. The brand’s full assortment, which also includes hair care and supplements, is available through Ulta.com and the Ulta Beauty app.
The expansion follows a short pilot that began in January across Ulta’s four Wellness by Ulta Beauty boutique locations. In the wider 448-store rollout, Stripes will be merchandised as a dedicated brand assortment within Ulta’s existing wellness sections, with more prominent display units expected later this year.
Stripes president and CEO Cara Kamenev said both companies entered the pilot expecting the brand to eventually reach a wider store network.
“Both Ulta and Stripes came into it with the mindset that this brand would be expanding,” Kamenev told Glossy. “Wellness is really a cornerstone of the way they intend to grow in the future.”
The companies declined to share sales or sell-through figures from the pilot, but said the partnership was tracking ahead of expectations. According to Kamenev, the early results demonstrated sufficient traction, while Ulta’s commitment to consumer education was central to the decision to expand.
