Sakara’s stylish supplements are coming to Ulta Beauty as the beauty specialty retailer continues to expand its wellness offerings.
The supplements priced from $40 to $75, including Daily Elixir, Beauty Biome, Metabolism Bites, Night Service, Cell Reset Liquid Fulvic Acid and the newest launch, stress gummy Serene State, are now live on Ulta’s website and will roll out to about 70 locations in 2026. Started as a meal delivery service in 2012, Sakara introduced its premium supplements spanning skin, gut health, sleep and stress support in February.
“A true pioneer in the wellness space, Sakara is a pinnacle brand that elevates our growing wellness assortment and expands the ways we can support our guests’ holistic beauty and well-being,” says Laura Beres, VP of wellness at Ulta, in a statement to Beauty Independent. “We’re excited to introduce their hero products, including the bestselling Serene State, to our guests online this fall and in stores early next year.”
“They are really trying, as a retailer, to sit at the intersection of inner and outer beauty, and I think we are one of the leading brands in that space,” says Danielle DuBoise, who co-founded Sakara with her childhood friend Whitney Tingle. “It made so much sense to end up on the shelves at Ulta.”
Released in July, Serene State is Sakara’s most successful launch to date, according to the brand, with its first-week sales outpacing every prior product. Since venturing into supplements, Sakara has registered 26% year-over-year growth in product sales from new customers, with bundles accounting for 25% of them.
A $75 supplement may seem steep for the Ulta shopper, but DuBoise reports Sakara’s supplement prices weren’t a concern for Ulta. She noted that the median price for a serum at Ulta is around $75. DuBoise says, “If people are willing to spend that for something topical that is just helping in the moment, then I think it’s logical to say they’re willing to spend that also if this is going to impact not just the visual aspect, but the health aspect.”
Sakara’s partnership with Ulta comes on the heels of its retail expansion into Revolve, FWRD and Credo Beauty. Tingle and DuBoise tease that more retail expansion is slated for 2026 and emphasized that all the retail partnerships are built on the strength of the brand’s direct-to-consumer business, which has allowed it to foster intimate relationships with customers. Tingle says, “We’re using our DTC expertise to allow us and the business to scale onto the shelf.”
Tingle and DuBoise believe Sakara is well-situated to respond to wellness’s big mojo. The market research firm Grand View Research projects the global dietary supplement market will advance at a compound annual growth rate of 8.9% from 2025 to 2033 to reach $414.52 billion by 2033. Sakara brought on its first outside CEO, Glossier alum Henry Davis, in 2024 and raised $20 million over two rounds, the last being a $15 million series B round in 2021. The brand reveals it hasn’t raised subsequent funding to support retail.
“We’ve been trying to shout this message for over a decade, caring about not just the outside, but also the inside, and it feels like this is a really pivotal moment in time where the consumer is saying, yes, I want to take care of the inside, too,” says Tingle. “I’m ready for new products that support me in that.” She adds, “We feel like it’s this perfect storm. We’re ready as a brand, consumers are ready, and I think Ulta is doing it in a really interesting way that no other retailer really is.”
Wellness has been tricky for beauty retailers accustomed to selling traditional beauty products to shoppers looking for them. Ulta’s rival Sephora seems to have cooled on the category, choosing instead to focus on core beauty categories such as expert-founded color cosmetic and doctor-backed skincare brands. Sakara was previously sold at Sephora, which picked up three of its products—Beauty + Detox Water Drops, Metabolism Super Powder, and Super Powder—in 2019.
In contrast, Ulta has been enthusiastically expanding its wellness repertoire since bringing the category into 350 stores in 2019 through its The Wellness Shop selection. By late 2023, The Wellness Shop section was in all Ulta stores. In May 2024, Ulta told Beauty Independent that The Wellness Shop featured nearly 1,000 products from dozens of brands. In the past 12 months, Ulta has onboarded ingestible brands Apothékary, Bloom Nutrition and Cure Hydration, among others, and has made wellness a key category of UB marketplace, its new online marketplace.
Leave a Reply
You must be logged in to post a comment.