For more than 30 years, Saje Natural Wellness has earned a reputation as a pioneer in 100% plant-powered essential oil remedies. Now, the Canadian-born wellness brand is making its boldest U.S. retail move yet, announcing Ulta Beauty as its first-ever national retail partner.
As of this month, Saje’s best-selling wellness products are available in over 200 Ulta Beauty stores across the U.S. and online at ulta.com, bringing its functional, plant-based solutions to millions of new customers nationwide. The rollout is just the beginning; another 50 Ulta locations will add Saje later in 2025, bringing the brand’s U.S. store presence to over 250 locations.
The partnership highlights Ulta Beauty’s commitment to the fast-growing wellness sector and marks a strategic U.S. expansion for Saje, whose mission has remained consistent for decades: “to connect people to the healing power of plants through 100% natural, proven remedies,” as CEO Barbara De Laere explains.
“We believe wellness should be accessible to all, and Ulta Beauty’s unmatched reach and commitment to discovery make them the ideal partner to help us do just that,” said De Laere. “This partnership marks a pivotal first step in our long-term U.S. expansion strategy as we bring our plant-powered solutions to more people than ever before.”
A Spotlight in Ulta Beauty’s “Wellness Shop”
Within Ulta Beauty, Saje Natural Wellness will be showcased as a pillar brand in The Wellness Shop, the retailer’s curated destination for holistic wellbeing. The partnership ensures Saje products will be featured prominently across store wellness walls, alongside other mission-driven brands that focus on mind-body health. Laura Beres, vice president of wellness at Ulta Beauty, said the fit was a natural one.
Nature’s Farmacy – Plant-Powered and Proven
Founded in Vancouver in 1992, Saje has built its identity around “Nature’s Farmacy” essential oil–based remedies carefully formulated to support pain relief, sleep quality, stress reduction, and overall well-being. All products are cruelty-free and free from artificial fragrances, parabens, SLS, and other harmful chemicals. Remedies are blended for results, grounded in scientific insight, and inspired by time-tested, plant-based traditions.
Now, American shoppers will find Saje products at Ulta Beauty, including an Ulta-exclusive starter kit and long-time customer favorites:
- Peppermint Halo – $36: Saje’s first-ever product and #1 bestseller, beloved since 1992 for its cooling, tingling “halo” effect that soothes the head, neck, and shoulders.
- Extra Strength – $68: A large roll-on designed for stubborn muscular pain with sweet birch for soreness relief and clove for fast-acting analgesic effects.
- Sleep Well – $36: A calming blend with valerian root, lavender, and vetiver to help support restful, plant-powered sleep.
- Pocket Farmacy – $84: A portable, vegan-leather–packaged kit of five roll-ons for head-to-toe relief, made with recycled-bottle lining for sustainable durability.
- Pain Release Joint & Arthritis Cream – $42: Developed over four years, this cream uses peppermint and marjoram to provide relief for joint and arthritis discomfort.
Making Wellness More Accessible in the U.S.
The Ulta partnership signals a strategic shift in Saje’s U.S. market approach, pairing expanded retail visibility with increased influencer outreach and media presence. The brand’s leadership sees this as the foundation for a broader and more permanent U.S. footprint.
For consumers, it means easier access to effective, natural remedies no international shipping required. For Saje, it’s an opportunity to meet wellness-focused customers where they already shop for beauty and self-care essentials.
Given that wellness is one of the fastest-growing retail categories in the U.S., the timing could hardly be better. Ulta Beauty’s widespread reach and Saje’s credibility in plant-based wellness create a compelling collaboration that could bring essential-oil remedies into more mainstream routines than ever before.
A Purpose That Hasn’t Changed in 30 Years
Despite changing trends in beauty and wellness over three decades, Saje’s mission remains constant: supporting physical, mental, and environmental well-being through 100% plant-based solutions. The brand’s products are created to fit seamlessly into modern lifestyles, blending time-honored ingredients with the needs of today’s consumers.
Both companies frame this partnership not just as a retail initiative but as a shared commitment to accessible, effective wellness. With 250+ Ulta Beauty locations carrying Saje products by the end of 2025, millions of Americans will have the chance to discover the brand’s remedies in person.
And as CEO Barbara De Laere emphasizes, this is just the beginning: the Ulta partnership is only “the first step in our long-term U.S. expansion strategy.”
Saje Natural Wellness products are now available in Ulta Beauty locations across the U.S. and online at ulta.com, bringing plant-powered, functional wellness to a new era of American shoppers.
