Dive Brief:
- Beauty and wellness brand Golde has added Ulta Beauty to its roster of wholesale partners with a deal to bring three of its best-selling products to the more than 750 brick-and-mortar Ulta Beauty locations and the retailer’s website, according to a release emailed to Retail Dive.
- The agreement for Golde to launch several key products inside The Wellness Shop, which Ulta Beauty launched in 2021, comes after numerous conversations with the retailer over the past couple of years.
- Initial Golde products to be sold in Ulta Beauty include the Coconut Collagen Boost, Pineapple Debloat Ade, and Watermelon Glow Ade.
Dive Insight:
Launched as a DTC brand with one product by CEO & co-founder Trinity Mouzon Wofford in 2017, Golde has quickly added its wellness products to independent coffee shops and juice bars, and formed wholesale partnerships with such national retailers as Target, Urban Outfitters, Goop, Revolve and now Ulta Beauty.
As for why Golde chose Ulta Beauty as a retail partner, the young company sees this as yet another way to seamlessly market their healthy, wellness-oriented superfoods to an ever-expanding audience on a national stage.
“Our mission at Golde has always been to bring wellness and superfoods to the masses, increasing accessibility for audiences who might otherwise feel left out of the wellness conversation,” Mouzon Wofford said in an email to Retail Dive.
“As an emerging brand in both beauty and wellness, we're extremely thoughtful about our retail footprint,” Mouzon Wofford added. “We look for retailers that not only have proven traction in the wellness category but are committed to putting their strength behind emerging, diverse-founded brands like ours.”
The emergence of wellness into the beauty conversation accelerated during the past several years of COVID as people had more time and disposable income from which to pamper themselves with purchases that stressed their health and wellbeing.
The market size of the combined beauty and wellness categories was estimated to be $650 billion globally and $170 billion in just the U.S, Korinne Wolfmeyer, Piper Sandler’s senior research analyst of beauty and wellness, told Retail Dive in 2022. That includes beauty products, the medspa market, and vitamins and minerals.
Ulta first launched its wellness platform in 2021 in a handful of stores and has expanded to more than half of its 1,300-plus locations around the country. Among its chief competitors, Sephora has also explored the category, adding a number of DTC brands including Proven, Maude and Nutrafol.
