SEEN Launches into 1,400 Ulta Stores as Dermatologist-Approved Leader

Dermatologist-developed hair care brand SEEN has announced an exclusive partnership with Ulta Beauty, expanding its presence to all 1,400+ Ulta locations nationwide. This move follows a successful trial in 700 stores since 2023 and underscores the brand’s rapid ascent in the “skinification” of haircare—a trend merging scalp health with skincare science.

Dr. Iris Rubin, SEEN Co-Founder, emphasized the partnership’s significance:

“Ulta Beauty guests deserve products that deliver healthier hair without compromising skin. This expansion allows us to reach millions seeking solutions validated by dermatology.”

From Sparked Program to Nationwide Dominance

SEEN first entered Ulta Beauty through Sparked, the retailer’s platform for emerging brands. Its performance exceeded expectations, with core products like the Fragrance-Free Shampoo and Conditioner selling out during Ulta’s 21 Days of Beauty event. The brand’s expansion, effective since April 6, 2025, reflects surging demand for clean, skin-safe haircare.

Penny Coy, Ulta’s SVP of Merchandising, added:

“SEEN’s growth from Sparked to a nationwide leader exemplifies our commitment to innovative, purpose-driven brands. Their clinically proven formulas resonate deeply with our guests.”

Key Growth Drivers

• Clinical Credibility: Founded by Harvard-trained dermatologist Dr. Iris Rubin, SEEN addresses breakouts and irritation caused by traditional haircare. Over 5,300 U.S. dermatologists recommend SEEN to patients, particularly those with sensitive, acne-prone, or eczema-prone skin.
• Conscious Beauty Certification: SEEN meets all five pillars of Ulta’s Conscious Beauty™ program, including vegan ingredients, sustainable packaging, and cruelty-free practices. Its fragrance-free line also holds the National Eczema Association’s Seal of Acceptance.

Industry Context: The Rise of “Skinification”

SEEN’s success aligns with a broader shift toward hybrid haircare-skin health products. The global “cosmeceutical” haircare market is projected to grow 8% annually (Grand View Research), driven by consumers prioritizing ingredients that nourish both hair and scalp. Competitors like Dae Hair and JVN have similarly emphasized scalp health, but SEEN’s medical backing sets it apart.

Philanthropic Edge

Beyond product innovation, SEEN supports laser clinics in Armenia and Vietnam, funding treatments for children with disfiguring birthmarks and scars—a cause rooted in Dr. Rubin’s prior work at Children’s National Medical Center.

What’s Next for SEEN?

With full distribution in Ulta stores, SEEN aims to solidify its position as the **#1 haircare brand for sensitive skinNew launches, including a scalp serum and color-safe line, are slated for late 2025. SEEN’s nationwide Ulta expansion marks a pivotal moment for dermatologist-led beauty. By bridging haircare and skincare, the brand is redefining standards for efficacy and inclusivity—one bottle at a time.