Stripes Beauty, the pro aging brand founded by actress and women’s health activist Naomi Watts, is entering Ulta Beauty, bringing clinically backed menopause solutions to more midlife women across the United States. The brand’s bestsellers are now live on ulta.com and will roll out in select Wellness by Ulta Beauty boutiques, underscoring Ulta Beauty’s push to treat wellness as a distinct, fast growing category.
Pro aging brand
Positioned as a pro aging brand, Stripes Beauty focuses on the real, often overlooked needs of women in midlife, particularly those navigating healthy aging and menopause. Its range spans nutritional supplements, skincare, haircare, and intimate wellness, all formulated to be clean, science backed, and targeted to symptoms that traditional beauty assortments tend to ignore.
Naomi Watts said, “We created Stripes Beauty to empower women during one of the most transformative stages of life, and to offer products that are indulgent, effective, and clinically backed”. She praised Ulta Beauty for elevating wellness as its own vertical, calling it a much needed step for midlife women seeking credible support for healthy aging and menopause related concerns.
A pivotal retail milestone with Ulta Beauty
This launch marks the latest and most visible retail partnership for Stripes Beauty, and a key growth moment for the brand. Its top selling products are now available on ulta.com, with an in store debut planned in select Wellness by Ulta Beauty boutiques nationwide, where shoppers will encounter a curated, midlife focused full body assortment “from scalp to vag.”
President and CEO Cara Kamenev said, “Partnering with Ulta Beauty marks a pivotal next stage of growth for Stripes”, allowing the brand to scale science backed menopause solutions and education with a retailer that has made wellness a core business pillar. She emphasized that the collaboration brings unprecedented visibility, legitimacy, and access to midlife wellness on a national stage.
Wellness by Ulta Beauty
Inside Ulta Beauty, Stripes Beauty will sit within the retailer’s all new Wellness by Ulta Beauty boutiques, a concept designed to reposition stores as trusted destinations for women’s wellness, not just color cosmetics. These spaces highlight clinically backed, purpose driven brands that address needs across life stages, including perimenopause and menopause areas long underrepresented in mainstream retail.
Laura Beres, Vice President of Wellness at Ulta Beauty, said “We’re excited to welcome Stripes Beauty into our ecosystem, including our all new Wellness by Ulta Beauty boutiques, as we continue to evolve Ulta Beauty into a trusted destination for women’s wellness”. She noted that the launch reinforces Ulta Beauty’s commitment to clinically backed brands and to supporting women with solutions that meet them at every stage of life.
Destigmatizing menopause in the beauty aisle
With this partnership, Stripes Beauty joins Ulta Beauty’s growing roster of wellness forward brands and strengthens its own positioning as a leader in pro aging care. Together, the two companies are working to pull menopause out of the shadows and into the mainstream, reframing it as a stage that deserves visibility, investment, and shelf space.
Majority owned by global investment firm L Catterton, Stripes Beauty combines product, community, and expert menopause education to empower women physically and emotionally. Its arrival at Ulta Beauty effectively moves midlife wellness from niche e‑commerce into one of America’s most shopped beauty environments, bringing this conversation directly to the beauty aisle.
