Thirteen years after its founding, Voesh is having its breakout moment.

Armed with a new look and a revamped lineup of products in the fast-growing body care category, the brand is making a major push into consumer retail, arriving at Ulta Beauty in March and Target six months later with distinct collections tailored to each retailer. Together, the launches put Voesh in more than 1,000 stores, including more than 450 Ulta locations and around 600 Target locations.

The Ulta collection is priced from $9 to $49 and leans toward treatments. Its hero is the Massage Roller Crème, a moisturizer dispensed through a silicone-covered roller ball, alongside a Gua Sha Body Cleansing Bar and a Body Buffing Bar.

Target’s exclusive Daily Glow Collection takes a brighter, more playful approach aimed at younger shoppers, with products featuring vitamin C and hyaluronic acid and scents including Citrus Crush, Blossom Bliss, Lavender Land and Clean Ocean. Prices run from $9 to $35, including minis and sets. Several Daily Glow products are adapted from Voesh’s bestsellers in the professional channel.

“We intentionally made a totally different line for Target because the customers are different and the price point should be different,” says Voesh co-founder and co-CEO Vera Oh. “The scents, the SKUs, everything is different.”

Target’s prices fall within Ulta’s range, consistent with masstige positioning, so the collections diverge more in their products and scents than in pricing. Despite their differences, the two collections share a key ingredient: Baechu Biome complex, a patent-pending proprietary probiotic blend that Voesh developed and says supports the skin’s microbiome. Baechu means “napa cabbage” in Korean. The products are made in South Korea.

Joseph Choi, co-founder and co-CEO, says the self-funded company’s professional business is financing its retail expansion. The company sells single-use pedicure kits to salons, spas, cruise lines and resorts, including MSC Cruises, The Venetian Resort Las Vegas, Bellagio Las Vegas and Ritz-Carlton resorts.

The established professional business enabled Voesh to develop and produce Target’s exclusive collection in just five months. Choi discloses that it still contributes the majority of sales, but he expects retail to close the gap within the next year. Voesh declined to disclose revenue, sell-through figures or sales projections.

Voesh’s retail acceleration coincides with body care’s dynamism and intense consumer interest in fragrance, two categories the brand straddles with its scent-driven products. According to Circana, prestige body care sales rose 16% in the first half of 2026, outpacing the 9% growth of prestige skincare overall. Mass skincare sales increased 8% during the period, and fragrance sales grew 6% in prestige and 15% in mass.

Voesh is tapping into the K-Beauty boom with its messaging of “Korean Skincare For The Body.” According to NielsenIQ, U.S. K-Beauty sales surged 59% year over year to more than $3.3 billion, with nearly one-third of American households purchasing K-Beauty products.

“If people see Voesh and think, ‘That’s skincare for my body,’ then we’re doing our job right.”

Voesh’s store push also coincides with a significant shift in beauty retail. Following the end of its shop-in-shop partnership with Ulta Beauty, Target introduced Target Beauty Studio on Sept. 10 in more than 600 stores, featuring over 1,600 products from 90 prestige, emerging and global brands, more than two-thirds of them new to the retailer. Voesh is among the brands selected for the new concept.

Voesh isn’t the only brand capitalizing on body care’s growth. Its Ulta collection has drawn comparisons to Cyklar, the body care brand founded by influencer Claudia Sulewski and owned by incubator The Center. According to Women’s Wear Daily, industry sources estimate Cyklar will generate more than $50 million in sales in 2026.

Oh acknowledges that brands like Cyklar have helped draw attention to the body care category, but emphasizes that Voesh stands out through its K-Beauty innovation, professional roots and proprietary ingredient complex. She says, “If people see Voesh and think, ‘That’s skincare for my body,’ then we’re doing our job right.”

The idea for Voesh came from watching how salons dispensed pedicure products. Oh noticed salon workers scooping products out of bulk tubs and wanted a more hygienic, premium alternative. The result was Pedi in a Box, a single-use kit with a soak, scrub, mud mask and massage lotion. Voesh reports it has supplied more than 100 million salon treatments globally.

Voesh first ventured beyond the professional market during the pandemic, when salons were closed for several months. The brand introduced heel balms, heel socks and foot masks, and Costco picked up Pedi in a Box. Demand faded once salons reopened. The co-founders and co-CEOs concluded that foot care, crowded with insoles and treatment products, was the wrong category for a consumer brand. Body care drew on what they already sold to spas: exfoliants, creams and textures customers had responded to for a decade.

Oh, who previously worked in industrial design at Samsung, Philips and Siemens, leads Voesh’s design, marketing and product development, while Choi oversees sales and operations. In developing the brand’s consumer products, Oh saw an opportunity to bring the sophistication of facial skincare to body care. She says, “We know the serums and creams for our face, and we see the results, but there were no great products like that for the body.”

Voesh’s bestselling product at Ulta, Massage Roller Crème, originated with a supplier pitch. A packaging vendor offered Voesh a roller bottle with a bare ball, and Voesh asked for a silicone-covered redesign. Oh says Ulta’s buyer flagged the product as a hero early and requested a mini for the retailer’s impulse section. The mini performed well enough for Ulta to enlarge Voesh’s assortment.

Oh describes Voesh’s relationship with Ulta as direct, without a broker. The brand meets weekly with the retailer’s buyer to discuss sell-through, promotional calendars and social content. The founders have encountered some surprises. Hand balms they considered a minor add-on are selling faster than anticipated, though the Massage Roller Crème remains the bestseller. At Target, Voesh concentrated its launch efforts on the citrus scent, but Clean Ocean has drawn the strongest early response.

Voesh currently employs 25 people and hired a head of marketing, a creative director and a social team ahead of its retail launches. “We can’t just hand it to a retailer and hope it sells through by itself,” says Choi. “We have to create that awareness, so we had to build a team.” He adds that the brand accounted for tariffs and rising freight costs and negotiated with its factories to protect margins during retailer promotional programs.

Voesh is preparing to release about eight new stockkeeping units at Ulta stores in March 2027. Choi says the company’s 2027 goal is to increase sell-through at its existing retailers and potentially expand to others. Reflecting on the 13 years it took to bring Voesh from salon backbars to major national beauty retailers, Oh views the process as a paid education. “There’s a tuition fee for learning,” she says. “Every day is learning.”