PlusOne is making its Ulta Beauty debut as the nation’s largest specialty retailer continues its push to become beauty shoppers’ go-to wellness destination.
Starting today, the partnership brings 15 of the Beacon Wellness Brands-owned company’s pleasure and care products to Ulta’s website. In August, the brand will rollout to 1,300 of the retailer’s doors, including placement in Ulta’s Wellness by Ulta boutiques, with eight additional products. The brand’s in-store and online offerings will include a mix of lubricants, vibrators, menopause care and sleep support offerings. All PlusOne products retail for less than $50, with the majority priced under $20. PlusOne joins other sexual wellness and intimate care players at Ulta, including Unbound, Crave, Smile Makers, Naomi Watt’s Stripes, Christina Aguilera’s Playground, among others.
For PlusOne, the expansion represents a departure from the traditional retail treatment of the category. For years, the brand has largely been stocked in groceries, drugstores and in mass-market giants, like Walmart and Target. In those environments, sexual wellness products have often been relegated to the back of the store and locked behind a security barrier or spider-wrapped with anti-theft devices, a friction point that hinders the discovery and purchase experience.
At Ulta, the brand is aiming to redefine the wellness shopper journey. “The consumer isn’t discerning whether she isn’t feeling good because she’s not getting sleep or she’s stressed or whatever. She just wants to feel better,” says Kathryn Burke Pratt, SVP of marketing at Beacon Wellness Brands. “Ulta’s validation of that idea that sexual wellness is a natural form of wellness and how we were interpreting that to the consumer was completely aligned.”
Laura Beres, head of wellness at Ulta Beauty calls PlusOne a meaningful addition to Ulta’s assortment, touting its thoughtfully designed products that help normalize conversations around intimacy. “We’re continuously evolving our wellness assortment to reflect the ways our guests are redefining self-care. As beauty and wellness become increasingly interconnected, we’re seeing growing interest in trusted solutions that support every aspect of our guests’ wellbeing; from skincare and sleep to menopause and intimate wellness,” she says. “We’re proud to partner with PlusOne to make these solutions more accessible and continue expanding our wellness destination with brands that meet guests wherever they are on their wellness journey.”
While Sephora seems to have exited the wellness category, particularly sexual wellness, Ulta has been doubling down. Unveiled in January, the retailer debuted dedicated boutiques within select stores dubbed Wellness by Ulta Beauty that feature 300 to 600 square-foot installations designed to move wellness beyond the shelf and into discovery with a more immersive, education-led platform. The boutiques are staffed by dedicated wellness advisors and centered around interactive education tables where guests can test and try products. The initiative is anchored by a simplified strategy focusing on four wellness pillars: Nutrition & Supplements, Intimate Care, Rest & Reset, and Essential Routines, all unified under the tagline, “find your feel-good.” The branded boutiques arrive nearly three years after The Wellness Shop expanded to nearly every Ulta door nationwide, and a year after the concept ballooned from under 10 feet of space to up to 45 square feet of space in a third of its fleet, with 30 new brands integrated into it.
This strategic alignment on feeling good is central to the launch. Beyond simply placing products on shelves, PlusOne is leaning into the educational components that Wellness by Ulta Beauty destinations are designed to prioritize. The brand is also working directly with members of the retailer’s network of content creators, Ulta Beauty Collective, to support the launch. “We’ve been able to seed product directly, seed educational materials directly, and build that relationship with the store associates prior to our launch, which is exciting and a totally different experience,” adds Burke Pratt.
For PlusOne, the move is as much about category expansion as it is about retail placement. It had already successfully pivoted from being a pure-play vibrator brand into a holistic wellness company, having launched a Wellness Care line in 2025 featuring everything from menopause relief transdermal patches and sleep sprays to libido support serums. The Ulta partnership offers a unique opportunity to house these disparate categories under one umbrella. PlusOne was acquired by private equity firm Yellow Wood Partners in 2022 to form Beacon Wellness Brands, a platform that includes personal care brands PlusOne, Plum Beauty, Palmperfect, Beautytrim, Deia, Mowbie and Protrim.
“We are going to actually be able to bridge wellness and pleasure together on shelf as PlusOne, which is really, I think, a huge difference, I would say, than our mass distribution and also a big step forward for the category,” says Beacon Wellness Brands CEO Maria Warrington.
This shift comes as PlusOne reports strong momentum, with retail sales up over 20% year-over-year according to data from market research firm NielsenIQ. The brand is also looking to capture the younger Ulta demographic, a cohort that market data suggests is more open to discussing sexual health and intimacy as a component of daily self-care.
“I think about the ripple effect that that has for younger generations,” says Warrington. “I really believe it’s the start of something that is going to change their relationship with these concerns, with awareness, with taking care of themselves and the embarrassment that can sometimes come with that.”
PlusOne’s Ulta partnership is set to deepen in early 2027 with the introduction of exclusive products and elevated packaging designed specifically for the Ulta guest. It’s a calculated play by Beacon Wellness Brands, betting that moving away from the “shy buy” experience typical of drugstores and into the experiential environment of beauty retail, sexual wellness is primed to become a natural extension of consumers’ beauty routines.
