How Ulta Beauty plans to win wellness in 2025

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This week, I checked in with Penny Coy, Ulta Beauty’s svp of merchandising, to learn about the retailer’s 2025 wellness category strategy. This includes a dedicated in-store wellness section managed by dedicated wellness-focused sales associates, as well as a continued expansion into sexual wellness, relaxation, nutrition and oral-care offerings. Additionally, Sephora announces a new professional sports partnership and L’Oréal Group bets big on K-beauty’s second wave with its latest acquisition.

Ulta Beauty is doubling down on wellness for 2025

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