Ahead Of Ulta Beauty Launch, Onyx Professional Rebrands Amid Growing At-Home Foot Care Demand
Fresh off a comprehensive overhaul that expanded its presence in foot and body care, Onyx Professional will launch in more than 800 Ulta Beauty doors next month, marking a major step in the brand’s repositioning as the specialty retailer continues to broaden its body care assortment.
Onyx will roll out 15 products spanning foot, nail and body care to Ulta, including $8.99 Cushion Me Protective Relief Cushions, $10.99 Sole Soother Massaging Foot Cream, $10.99 Pedi Please, and star- and heart-shaped $8.99 Smooth It Off Targeted Callus Patches. CEO Sandra Abdallah says the foot care products fit squarely into the “skinification” of the foot care trend, applying facial skincare ingredients and treatment approaches to the category. They incorporate ingredients like lactic acid, lactobionic acid and hyaluronic acid to exfoliate and hydrate rather than simply mask concerns and feature built-in applicators and treatment-style formats.
In its comfort zone of nail care, the brand is also releasing new solution-based products. The $10.99 Nail Reset Nourishing Nail Pen functions as a temporary wearable nail mask that fades in one to two days to reveal nourished nails, and the $8.99 Nail Polish Remover Cream Drops arrive in a heat-activated tube designed to melt polish away. In body care, Onyx will expand its assortment with body washes, scrubs, lotions, oils and mists in gourmand-inspired scents like Berries & Blossoms and Vanilla Bean & Marshmallow.
Abdallah says, “If you think about creating a beauty brand, there are certain retailers that are critical right now. For me, those two retailers are Ulta and Amazon.”
Consumer interest in at-home foot and nail care is rising as budget-conscious shoppers search for cost-effective alternatives to salon services. According to digital intelligence firm Spate, the at-home pedicure trend has grown by 88% year over year across digital platforms. Google search interest is up 89.8%, while TikTok engagement is growing at a similar 82.8% pace, generating nearly 578,000 weekly views.
Spate found search queries are largely unbranded, suggesting whitespace for brands like Onyx to establish authority as solutions-based players in the category. Grand View Research estimates the global foot care products market was valued at more than $11 billion in 2025 and is projected to exceed $19 billion by 2033, growing at a 6.8% rate over the next six years. North America accounted for a 34.3% share in 2025.
Onyx fills a meaningful gap in foot care for Ulta guests, an area where the retailer has seen strong demand for at-home solutions, especially for cracked heels, calluses and smoother skin. Body care has been a catalyst for growth in the skincare category, which market research firm Circana estimates rose 6% in both dollars and units in the mass market last year. In prestige, Ulta highlighted the successful launch of Fenty Skin Body during its most recent earnings call, underscoring its emphasis on body care.
“Onyx brings beautifully formulated, dual-purpose body care products that deliver premium sensorial experiences at an accessible price point,” says Penny Coy, SVP of merchandising at Ulta. “Fragrances like Vanilla Bean & Marshmallow and Berries & Blossoms add a touch of indulgence to everyday routines, reinforcing that body care can be both effective and enjoyable. With a refreshed look and feel, Onyx enters Ulta Beauty at an exciting time of innovation and brand evolution, and we’re proud to introduce it to our guests.”
Onyx Professional is part of Onyx Brands, a nail and personal care company acquired by private equity firm Mason Wells in 2021. Abdallah, a beauty industry veteran who spent 14 years in leadership roles at L’Oréal and served as GM of the bath and beauty division at Centric Brands, joined Onyx about a year ago and immediately set out to reinvent it with the goal of securing shelf space at Ulta Beauty. She engaged insights firm Kantar to conduct extensive consumer perception research, and it indicated there was room to raise select products’ retail prices. With the rebrand, Onyx’s prices have increased slightly.
Along with Ulta, Onyx’s retail network extends to Walmart, Target and CVS, and its new products aren’t exclusive to Ulta. Abdallah has bold ambitions to make the brand synonymous with modern foot care. She says, “We want to be the owners of this category.”
Abdallah predicts that, between Onyx’s refreshed look and its foot care product launches, the category, which currently constitutes about 25% of the brand’s sales, will exceed 40% of sales next year. Its nail polish remover is the No. 1-selling branded remover in the United States, and its cult-favorite Hard as Hoof nail strengthening cream has garnered more than 50,000 five-star reviews on Amazon and scores consistently high sell-through in CVS, Target, Walmart and more.
