You Can Now Buy Sexual Wellness Products at Ulta Beauty


    It’s been a year since Ulta Beauty introduced The Wellness Shop, which connects its shoppers to a curated assortment of self-care products, including everything from supplements and spa favorites. This week, the retail giant announced its adding the “Intimate Wellness” category to The Wellness Shop as it works to keep pace with the ever-evolving desires of its consumers. And right now, they want the latest and greatest to support their sexual health.  

    “Interest in wellness and self-care continues to grow, and The Wellness Shop has proudly provided access, education and solution-oriented storytelling for just over a year now,” says Penny Coy, Ulta Beauty’s vice president of merchandising. “As leaders who listen, we recognized our guests were more openly connecting their sexuality and sexual wellness with health and well-being. As such, it was a natural next step to expand The Wellness Shop to include Intimate Wellness as a sixth pillar of our curated offering. Our efforts reinforce the consumer belief that sexual wellness is naturally connected to overall health and wellbeing, driving to a shopping experience where guests can discover and shop products from amazing brands.”

    The new collection—there are 35 products to start—is only available online for now and the brand hasn’t commented on plans to expand in-store. “Intimate Wellness launches with a specially curated assortment including oils, lubricants, bath salts and sexual wellness devices to reflect consumer self-care and sexual health needs to further elevate intimate moments,” Coy explains. “The carefully curated assortment includes brands such as Smile Makers, Foria, Womaness, Unbound, Vush and Crave. Together, we believe these products create a strong, diverse assortment to meet our guests where they are on their individual Intimate Wellness journeys.”