AG1 is entering the beauty aisle for the first time through a nationwide partnership with Ulta Beauty, bringing its greens powder and new sleep drink AGZ to more than 1,500 stores, ulta.com and the Ulta app starting this May. The move cements the idea that beauty, wellness and daily health rituals now sit on the same shelf, not in separate categories.
What the Ulta launch includes
As part of the rollout, Ulta Beauty will stock:
- 7 count and 14 count packs of AG1
- 7 count and 14 count packs of AGZ
- The AG1 Start Here Kit – seven servings of AG1, a shaker bottle and a habit tracker, designed to make it easy for new customers to test and build a routine
These formats are tailored to discovery and trial in beauty retail, where guests are used to minis and starter sets that plug into existing self care rituals. Products will be available in over 1,500 Ulta Beauty locations as well as on ulta.com and the Ulta Beauty app, marking AG1’s first partnership with a beauty retailer after recent entries into Target and Costco.
Why Ulta is leaning into “beauty from within”
“We are incredibly proud to partner with Ulta Beauty, a retailer that shares our belief that beauty starts with foundational nutrition and quality sleep,” said Kat Cole, Chief Executive Officer at AG1. She framed the launch as part of AG1’s mission to meet growing demand for “trusted, simple, comprehensive health solutions, from morning to night.”
“At Ulta Beauty, we’re seeing growing guest interest in building daily rituals that support how they look and feel,” said Laura Beres, Vice President of Wellness at Ulta Beauty. She called AG1 “a leader in simplifying foundational nutrition into a consistent, easy to adopt routine” and said the partnership helps “bridge beauty and wellbeing bringing trusted, science backed solutions into the beauty space and helping guests engage with self care from the inside out.”
What AG1 and AGZ actually do
AG1 is described as a research backed Daily Health Drink that combines a high quality multivitamin, probiotics, antioxidants and superfoods in one scoop, designed to fill nutrient gaps, support gut health and promote “beauty from within.” The formula blends 75 vitamins, minerals, probiotics and whole food sourced ingredients and is positioned as a once a day foundational supplement.
AGZ is a nighttime calm and sleep support drink, formulated with clinically studied ingredients to help users wind down and support restful, restorative sleep. Both AG1 and AGZ are NSF Certified for Sport®, one of the most stringent third party certifications for supplement safety and quality, and a standard often sought by professional athletes and trainers.
How the partnership fits AG1’s growth strategy
The Ulta deal underscores AG1’s evolution from a direct to consumer greens powder brand into a broader global health company with multi channel distribution. Founded in 2010 (originally as Athletic Greens), the company now operates across North America, Europe and Asia Pacific, selling primarily via subscription at drinkag1.com plus select retail partners.
By moving into Ulta Beauty, AG1 gains access to shoppers who already view the retailer as a destination for beauty, wellness and self care discovery, and who are increasingly open to ingestibles as part of their routines. It also deepens Ulta’s wellness push, which is centered on science backed brands that support guests’ routines “from the inside out.”
What this means for beauty and wellness retail
The launch of AG1 and AGZ at Ulta Beauty is another sign that the boundaries between beauty, wellness and nutrition are dissolving on the shop floor. Guests can now pair a greens starter kit with skincare, haircare and makeup in a single basket, building morning and nighttime rituals that span both ingestible and topical products.
For Ulta, the partnership adds a high profile, NSF certified supplement brand to its wellness assortment, reinforcing its position as a hub where consumers can explore self care in a holistic way. For AG1, it’s a chance to prove that greens and sleep drinks belong in the beauty aisle – right next to serums and eye creams.
