Cymbiotika is moving from DTC disruptor to national beauty player, signing a distribution deal that will put its beauty from within supplements into more than 1,000 Ulta Beauty stores across the U.S.
From Website To Ulta Aisles
Starting March 15, Cymbiotika launches on Ulta.com and the Ulta Beauty app, with an in store rollout to over 1,000 locations set for March 29 within the Wellness by Ulta Beauty assortment. This is the brand’s first big beauty retail partnership, coming just months after it entered Target and signaling a deliberate shift toward retail making up a much larger share of sales over time.
“Partnering with Ulta Beauty is a defining moment for Cymbiotika and for the future of beauty,” said Durana Elmi, co-founder and COO of Cymbiotika. “Today’s consumer understands that true radiance starts beneath the surface. Our clinically backed, liposomal formulas are designed to function like internal serums — activating biological pathways that topical skincare simply can’t reach. Launching at Ulta Beauty allows us to bring beauty-from-within education, innovation, and long-term results into a trusted environment where efficacy and science truly matter.”
The Four Hero “Beauty From Within” SKUs
Ulta is starting with a tight edit of four science backed products positioned around skin, healthy aging, and recovery:
- NAD+: Cymbiotika’s flagship longevity formula, supporting cellular energy and healthy aging, launches exclusively at Ulta Beauty at first.
- Liposomal Glutathione: Framed as a detox and cellular radiance support, tying gut and skin health.
- Liposomal Vitamin C: Positioned for collagen support, elasticity, glow, and immune support.
- Magnesium Complex: Targeted to restorative sleep, cal,m and recovery, with the brand linking better sleep to calmer, healthier looking skin.
All four use Cymbiotika’s liposomal or advanced delivery systems, which the brand claims improve absorption compared with standard pills.
How Ulta Will Bring It To Life
Ulta plans a full court wellness rollout: in aisle education and staff training, sampling and discovery moments, influencer partnerships, and loyalty offers to nudge trial and repeat purchase. The beauty from within story will run across Ulta’s omnichannel platform, from dedicated Wellness by Ulta fixtures to editorial content explaining detoxification, collagen synthesis, cellular energy, and sleep in beauty language.
“At Ulta Beauty, we’re continuing to evolve our wellness assortment to support our guests with a holistic approach to beauty that goes beyond the surface,” said Laura Beres, Vice President of Wellness at Ulta Beauty. “Cymbiotika has built a passionate following through its science-backed, ingredient-transparent formulas and strong education-first approach. We’re thrilled to partner with the brand to bring their innovative wellness solutions to our beauty shelves and help our guests discover new ways to support radiance, longevity, and overall wellbeing.”
Why This Matters
For Cymbiotika, Ulta becomes the national beauty retail anchor that can put its sachets and bottles in front of makeup and skincare shoppers, not just supplement hunters. For Ulta, the partnership deepens a wellness strategy that treats ingestibles as part of a prestige beauty routine, staking out territory in a fast growing category where inside out skin and aging solutions are increasingly expected alongside serums and creams.
