Two years ago, fragrance generated around 20% of The Nue Co.’s sales, with the company still best known for supplements and its subscription-led wellness business. This year, the category is expected to account for 85% of total company net sales, as the wellness company redirects its inventory, marketing and product pipeline around its fastest-growing business.The shift has been propelled by The Nue Co.’s expansion into 1,400 permanent Ulta Beauty stores in early 2026, with distribution extending to all 1,539 doors during holiday and other key activations. Ulta now generates 40% of the company’s sales. The Nue Co. also sells directly through its website and subscriptions, as well as through wholesale partners including Erewhon in the U.S., Space NK in the U.K. and Mecca in Australia.
Between January 1 and July 1, 2026, the company’s overall sales grew 98% year over year, while its U.S. business increased 167%. U.S. wholesale sales, including but not limited to Ulta, rose 267%.
Ulta carries The Nue Co. as part of its wellness assortment, including its functional fragrance and select supplements and body products, though fragrance is driving the bulk of its growth.
“Ulta can be a $50 million business for us,” Miller said, adding that the company expects to reach that level of annual retail sales within three years.
