Ulta Beauty Expands Its Wellness Footprint With Telehealth Innovator Midi Health Partnership

Ulta Beauty is continuing to blur the lines between clinical healthcare and traditional cosmetics with its latest retail partnership. The nation’s largest beauty retailer has officially integrated clinician-backed supplements from women’s telehealth provider Midi Health into its growing wellness ecosystem. The rollout marks a significant milestone for both companies: it represents Ulta Beauty’s first-ever collaboration with a dedicated women’s healthcare platform, while signaling Midi Health’s strategic expansion beyond virtual clinics and into mainstream brick-and-mortar retail spaces.

The initial launch went live on Sunday with an exclusive selection of seven targeted supplements available on Ulta’s digital storefront. This digital debut will be quickly followed by a physical rollout slated for September, which will place five core products on the shelves of more than 300 Ulta Beauty retail doors nationwide. This partnership underscores a broader, highly profitable industry trend wherein beauty conglomerates double down on internal wellness categories to capture the purchasing power of consumers seeking holistic, life-stage-specific health solutions.

The Convergence of Health, Wellness, and Beauty Retail

The modern consumer’s definition of beauty has evolved dramatically, expanding far beyond topical cosmetics to encompass internal vitality, longevity, and preventive health. Retail executives have been swift to recognize and capitalize on this paradigm shift. By housing clinical-grade wellness brands alongside prestige skincare and luxury hair care, beauty giants are positioning themselves as comprehensive lifestyle destinations.

For Midi Health, a company founded on the principle that women deserve specialized, evidence-based care throughout every stage of life, the partnership with Ulta Beauty provides an unprecedented physical footprint. Joanna Strober, co-founder and chief executive officer of Midi Health, emphasized the philosophical alignment between the two brands during the announcement.

Health is a way to feel beautiful, feel good, feel great about yourself, Strober noted, highlighting the deep-seated intersection between physical wellness and personal confidence. There is an intersection between beauty and health that we feel strongly about, and we are excited that Ulta also sees that.

Midi Health is far from the first wellness brand to secure shelf space within Ulta Beauty’s expanding wellness boutique. In recent years, the retailer has systematically curated a robust portfolio of ingestible and topical health brands. Notable additions include Lemme, the wellness and supplement line founded by reality television star and entrepreneur Kourtney Kardashian Barker; Stripes, a menopause-focused skincare and wellness brand created by actress Naomi Watts; and Ritual, a direct-to-consumer-native vitamin brand known for its commitment to traceable ingredients and scientific transparency.

Strategic Vision and Executive Perspectives

Ulta Beauty’s leadership views the integration of Midi Health as a critical evolution in how the retailer addresses the nuanced needs of its diverse customer base. Laura Beres, vice president of wellness at Ulta Beauty, detailed the strategic importance of the collaboration in a statement shared with industry publication Glossy.

Our vision for Wellness by Ulta Beauty is to deliver an empowering, approachable, and holistic assortment that meets guests’ evolving needs and enables them to seamlessly integrate them into their everyday lives, Beres explained. As we continue to grow, we are expanding the way wellness shows up at Ulta Beauty, especially curating solutions for our guests’ life stages.

Beres further emphasized that Midi Health serves as a natural bridge into more intentional healthcare offerings. As our first partnership with a dedicated women’s healthcare platform, it allows us to address an important area of women’s wellness in a more intentional way while continuing to broaden what guests can discover with us, she added.

Navigating a Saturated Supplement Market With Clinical Rigor

The wellness and supplement aisle has experienced explosive growth over the last decade, leading to a crowded marketplace filled with bold claims, celebrity endorsements, and varying degrees of scientific validation. To stand out in this saturated environment, Midi Health is leaning heavily into its foundation as a regulated telehealth provider.

Unlike traditional supplement brands that rely solely on marketing copy, Midi Health offers comprehensive virtual medical care. The platform connects patients with board-certified nurse practitioners and certified nurse midwives who specialize in women’s health. Furthermore, these virtual visits are eligible for insurance coverage through major providers such as Aetna and Cigna, bridging the gap between digital wellness and conventional medicine.

Dr. Kathleen Jordan, chief medical officer of Midi Health, stressed that the company applies the exact same standards of clinical evaluation to its over-the-counter supplements as it does to prescription pharmaceuticals. What I want women to know is that Midi puts the same scientific rigor behind their supplements that we do to the care we give and the pharmaceuticals we prescribe, Dr. Jordan stated.

Chronology of Growth: From Midlife Care to Age-Agnostic Solutions

Midi Health was founded in 2021 at a pivotal moment in the healthcare landscape. The company originally launched to address a glaring market gap: the systemic lack of specialized, empathetic, and scientifically rigorous care for women navigating perimenopause and menopause. During this initial phase, the startup focused heavily on midlife health, quickly gaining traction among women seeking medical interventions and lifestyle support for vasomotor symptoms, hormonal imbalances, and cognitive changes associated with aging.

However, the company’s strategic roadmap has since expanded. In August, Midi Health unveiled a comprehensive rebranding initiative alongside an expanded clinical mandate. The telehealth provider broadened its scope to treat chronic and acute conditions that impact women throughout their entire lifetimes—most notably polyendocrine metabolic ovarian syndrome, a condition historically known as polycystic ovary syndrome, or PCOS.

This transition from purely midlife care to a more age-agnostic model is reflected in the product assortment arriving at Ulta Beauty. The curated lineup includes specialized formulations tailored for contemporary health needs, such as supplements designed specifically for users of GLP-1 weight loss medications, high-purity creatine gummies, cortisol support complexes for stress management, and berberine, a popular metabolic and weight management supplement.

Reaching Multiple Generations of Consumers

The shift toward age-agnostic wellness products is expected to resonate strongly with Ulta Beauty’s diverse demographic profile. While the retailer’s core customer base has historically skewed younger, its stores frequently attract multi-generational shoppers.

It could be younger women shopping at Ulta, but I also think there are a lot of moms who go there with their daughters, Strober observed, pointing to the inherent cross-generational appeal of the retail environment.

Echoing this sentiment, Dr. Jordan noted that while many of the formulations were originally conceptualized to resolve health challenges commonly faced during midlife, their underlying physiological benefits are broadly applicable to adult women of nearly all age brackets. Our supplements were initially designed for things that women commonly face in midlife, but they are relevant for many more people, Dr. Jordan added.

The Convergence of Healthcare and Beauty Retail

Ulta Beauty’s aggressive expansion into health and wellness is part of a broader macroeconomic shift in the retail sector, where the traditional boundaries separating healthcare, pharmaceuticals, and beauty are rapidly dissolving. Competitors and peer retailers are implementing similar strategies to capture health-conscious shoppers.

In 2025, telehealth provider Wisp began distributing Stripes’ science-backed skincare products, demonstrating a reciprocal flow of brands between digital health platforms and beauty retailers. Concurrently, retail titan Target introduced its new Beauty Studio store format, which seamlessly integrates ingestible health products—such as hair, skin, and nail supplements from the brand Clearstem—directly alongside conventional cosmetics like blush, mascara, and foundation.

Overcoming Retail Challenges: Education and Consumer Skepticism

Selling complex ingestible wellness products requires a fundamentally different operational approach than merchandising traditional cosmetics. Recommending a foundation or highlighter relies primarily on shade matching and skin type analysis, whereas selling supplements for metabolic health, hormone support, or GLP-1 optimization requires an understanding of physiological mechanisms and nutritional science.

To bridge this knowledge gap, Ulta Beauty and Midi Health are implementing comprehensive training protocols for retail sales associates. According to Strober, sales staff will receive rigorous education regarding the science and ingredients behind the supplements, mirroring the training they already undergo for advanced skincare items.

You have to educate the associates, Strober explained. You have to explain the science behind the different face creams that are available at Ulta in the same way you may have to explain the science behind the supplements.

Another significant hurdle in the ingestible wellness market is consumer skepticism. Unlike prescription medications, dietary supplements are not subject to pre-market approval by the U.S. Food and Drug Administration (FDA). This regulatory framework has occasionally fueled public skepticism regarding the actual efficacy and safety of over-the-counter wellness products.

Acknowledging these consumer concerns, Dr. Jordan emphasized the importance of transparency and professional medical guidance. Even though Midi’s supplements can be purchased safely without a direct prescription or doctor’s visit, Dr. Jordan strongly advises consumers to maintain an open dialogue with their primary healthcare providers regarding any new ingestible products they incorporate into their daily routines.

I always encourage women and anyone to talk about the supplements they take with their care provider, because there are some interactions and things people should know about, Dr. Jordan advised.

Financial Context and Market Valuation

The timing of this partnership aligns with a period of robust financial health and aggressive capital accumulation for both entities. In its most recent quarterly earnings report, Ulta Beauty announced an 8.9% increase in net sales, pulling in an impressive $3 billion for the second quarter of 2026. This sustained financial momentum provides the retailer with the necessary capital to continue investing in high-growth experiential and wellness categories.

Meanwhile, Midi Health has experienced staggering financial validation from the venture capital community. In February, the telehealth startup closed a massive $100 million Series D funding round, propelling the company to a coveted $1 billion valuation—colloquially known in the tech and startup ecosystem as "unicorn" status.

Implications for the Future of Women’s Health Retail

The partnership between Ulta Beauty and Midi Health signals a mature phase in the commercialization of women’s health. By moving clinical expertise out of sterile medical offices and into accessible, highly frequented beauty destinations, the collaboration normalizes conversations surrounding perimenopause, hormonal health, metabolic wellness, and aging.

As retail pharmacies and beauty counters continue to merge into holistic wellness hubs, consumers stand to benefit from increased access to education, preventative care, and high-quality products. For Ulta Beauty, anchoring its wellness boutique with a clinically validated brand like Midi Health reinforces its market leadership. For Midi Health, the national stage provided by Ulta accelerates its mission to democratize specialized care for women at every single milestone of their lives.