Therabody is massively scaling its retail footprint in the United States, expanding its partnership with Ulta Beauty from a few hundred locations to more than 1,000 stores nationwide and Ulta.com. The move significantly broadens access to the brand’s science backed wellness and beauty devices, positioning them as everyday self care essentials rather than niche gadgets.
Inside The Expanded Therabody x Ulta Assortment
Following an initial 2025 launch into over 300 Ulta Beauty doors, Therabody’s assortment is now rolling out to more than 1,000 locations as part of Ulta’s dedicated Wellness Shop concept.
Hero devices include, TheraFace Depuffing Wand, a heat and cold eye massager clinically tested to reduce puffiness and dark circles while boosting radiance, Theragun Relief and Theragun Mini, lighter, more accessible percussive therapy devices designed for everyday muscle relief and stress reduction and SmartGoggles (2nd Gen) and SleepMask, next gen eye masks combining blackout design, vibration, heat and compression to support relaxation and sleep.
By placing these tools in the Wellness Shop, not just in the traditional beauty tools aisle, Ulta Beauty is explicitly framing full-body care and recovery as part of the beauty routine.
Why Ulta Beauty Is Betting Bigger On Therabody
Laura Beres, Vice President of Wellness at Ulta Beauty, said, “As we continue to grow Wellness by Ulta Beauty, we’re focused on bringing innovative, science-backed brands like Therabody to more guests nationwide – making it easier than ever to discover solutions that support their skin, body, and overall well-being within their everyday routines.”
The expanded 1,000+ door rollout suggests that early performance has validated that bet, with shoppers responding to at home tools that bridge skincare, body care, recovery, and mental wellbeing.
For Therabody, Ulta Beauty’s nearly 1,500 store footprint and national brand recognition offer a powerful platform to move beyond specialty and DTC into mass prestige beauty retail. The brand positions itself as the leader in science backed wellness and beauty technology, and this expansion cements that story in front of millions of beauty-first shoppers.
What This Means For The Beauty Wellness Aisle
Wellness tech is now beauty mainstream. Devices once confined to niche fitness or medical channels are now merchandised next to serums, masks, and moisturizers, reshaping what a trip to Ulta Beauty looks like.
Education and in store experience matter. Therabody and Ulta are supporting the rollout with events, demos, and staff training, reflecting how critical hands on trial is for higher ticket tech. By prioritizing devices with clinical testing and clear benefits, like depuffing, pain relief, or better sleep, Ulta Beauty is curating wellness in a way that feels credible, not gimmicky.
For competing beauty and wellness brands, the Therabody x Ulta Beauty expansion to 1,000+ doors is a signal: wellness tech is no longer an edge category, it is becoming a core pillar of the prestige beauty floor, with expectations for science, storytelling, and in store experience rising in tandem.
