PlusOne Launches at Ulta Beauty in Premium Retail Push

PlusOne, the intimate care and sexual wellness brand owned by Beacon Wellness Brands, has launched today on Ulta Beauty's website. The partnership introduces 15 products including lubricants, vibrators, menopause care, and sleep support items, with eight additional SKUs arriving in stores this August.

The in-store rollout will reach 1,300 Ulta locations, with placement in the retailer's Wellness by Ulta boutique sections. The move marks a significant shift for PlusOne, which has traditionally been sold in mass-market channels like Walmart and Target, where products are often locked behind security barriers.

Kathryn Burke Pratt, SVP of marketing at Beacon Wellness Brands, said the consumer is not distinguishing between different wellness concerns but simply wants to feel better. The brand aims to redefine the shopper journey by placing its products in a more accessible, premium environment.

Ulta Beauty has been expanding its wellness footprint, positioning itself as a destination for holistic beauty and self-care. The partnership with PlusOne aligns with that strategy, offering a curated selection of intimacy and wellness products without the friction of locked displays.