Ulta Beauty is on a hair-growth journey. On Monday, the beauty giant will launch the scalp-focused hair-care brand Nutrire on Ulta.com, followed by a rollout to 250 doors on August 23. “[Ulta] is always scouting for what’s next,” said Kristen Chase, gm at Nutrire. “They didn’t see [scalp care] as a trend; they’re seeing it as a shift, which it truly is.”
Nutrire was launched in 2025 by the incubation arm of Chicago’s Tricoci Salon & Spa, which has also launched Tricoci Haircare and Tricoci Skincare. Nutrire’s proprietary Complex8 ingredient claims to block the DHT hormone, which contributes to shrinking hair follicles. Ulta will carry all nine of its SKUs as the brand’s first retail partner.
Hair-care products made up 18% of Ulta’s $3.2 billion sales in the first quarter of 2026, according to the retailer’s most recent earnings report. Salon giants Redken, Olaplex and Pureology are Ulta’s top-selling hair-care brands, according to Q1 data from market research company Jump Accelerator. The company also found that Ulta’s top-selling hair products range from $6.50-$36.
Nutrire’s products, meanwhile, range in price from $36 for its shampoos and conditioners to $68 for its scalp serums. But Chase is confident the Ulta consumer is willing to pay top dollar for premium hair care.
