BeautyRival – 2025 has been a breakout year for beauty and wellness brands expanding their retail presence. Shoppers are no longer satisfied with just online access — they want to touch, test, and interact. As a result, brands across a wide price range are entering more stores and opening new physical doors to meet consumer demand.
Moreover, supplement and wellness labels are pushing into major chains. Brands like OPositiv and Health & Her, which focus on hormonal health and wellness, are now widely available in retailers such as Walmart, CVS, and Target.
Many DTC (direct-to-consumer) and niche beauty players are making their first moves into retail stores. For example, Ayurvedic skincare lines like Ranavat are now in UK specialty beauty doors.
Even smaller, niche body care brands, solid perfume lines, and intimate wellness brands are being curated by major stockists. Partnerships with Credo Beauty, Sephora, Space NK, and Ulta are becoming key milestones in brand growth.
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Retailers themselves are responding. Ulta Beauty, Sephora, and Target continue to broaden their offerings beyond color cosmetics into wellness, menstrual care, supplements, and hormonal support.
Gap Inc. is a strong example: the company plans to roll out beauty and personal care assortments in 150 Old Navy stores this fall. They’re also planning to expand accessories and beauty categories in Gap stores in 2026.
Several factors push this shift:
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Growth isn’t without hurdles. Supply chain constraints, shipping delays, and rising shipping costs still affect niche and wellness brands more acutely.
Also, brands expanding into retail must balance brand identity with wider distribution — ensuring consistency of quality, packaging, and consumer experience. Overexposure or misaligned retail partners can dilute a brand’s perception.
The next months may see:
