Ulta Beauty Enters Scalp-Care With Premium Brand Nutrire

The nine-SKU line marks Nutrire's first retail partnership. Ulta will sell the full collection, which also includes $36 shampoos and conditioners, on its website before a brick-and-mortar rollout later in the month.

Nutrire was created in 2025 by the incubation arm of Chicago's Tricoci Salon & Spa, which also developed Tricoci Haircare and Tricoci Skincare. The brand's Complex8 formula is designed to block DHT, a hormone linked to hair follicle shrinkage.

Kristen Chase, general manager at Nutrire, said Ulta views scalp care not as a passing trend but as a lasting shift in consumer behavior. The retailer's decision to stock the premium line signals its intent to capture demand in this growing category.

Hair care accounted for 18% of Ulta's $3.2 billion sales in the first quarter of 2026. Top-selling hair brands at the chain include Redken, Olaplex and Pureology, while its best-selling hair products typically range from $6.50 to $36.

With Nutrire's higher price points, Ulta is testing whether shoppers will trade up for scalp-focused hair health products.