VOESH has officially landed at Ulta Beauty, bringing its science backed K beauty body care line, powered by next generation actives and made in Korea, to Ulta.com and more than 450 stores across the United States. The rollout marks a major retail milestone for the female and AAPI owned brand, which started in spas and is now positioning itself as a leader in high performance, facial grade body care.
From Spa Treatment Staple to Body Care Leader
Founded in 2013 by CEO Vera Oh and Co Founder Joseph Choi, VOESH was created to fill a gap in the spa industry for hygienic, clean, vegan treatments that deliver both safety and performance. Over time, the New York based brand evolved beyond professional backbars into a full body care range rooted in K beauty science, known for innovation, ingredient integrity and an elevated, sensorial approach to everyday routines.
The Ulta Beauty launch continues that evolution, translating spa level treatments into at home products that bring professional techniques, like gua sha, targeted massage and resurfacing, into the shower and beyond.
Ulta Launch Details and Hero Products
The collection debuted on Ulta.com on March 8 2026, with an in store rollout to 450 plus Ulta Beauty locations beginning March 22. Price points range from $9 to $49, placing the brand firmly in the premium masstige body care space while remaining accessible to a broad wellness minded audience.
Hero products include Massage Roller Crèmes, a Gua Sha Body Cleansing Bar, and a Body Buffing Bar, all designed to work in the shower as treatment steps rather than basic cleansing alone. The lineup is rounded out by a Resurfacing Sugar Scrub, Body Balm, Hand Balm, and the Glow Shower Filter system, which infuses water with skin loving ingredients while filtering out impurities. Signature scents such as Fig & Amber, Black Tea & Rosé, Hinoki & Cedar, and Bergamot & Neroli underscore the brand’s focus on sensorial, mood elevating textures and fragrances.
K Beauty Science for the Body
True to its K beauty roots, VOESH applies facial skincare principles to the body, formulating products to support the skin barrier, balance the microbiome and deliver a radiant, glass skin like finish from neck to toe. The brand describes its approach as science backed and multi tasking, using advanced actives in formats that are easy to integrate into daily routines.
All products are clean, vegan, and cruelty free, dermatologist tested, and certified by PETA, with formulations that exclude more than 2,000 potentially harmful ingredients and comply with US MoCRA, EU CPNP, and UK SCPN standards. This positions VOESH as a body care line that meets both elevated safety benchmarks and consumer demand for transparency and integrity.
What Ulta and Voesh Say About the Partnership
“We are excited to partner with Ulta Beauty and introduce our body care collection to a wider wellness minded community,” Vera Oh said, explaining that VOESH’s goal has always been “to transform everyday routines into moments of intentional wellness” and that the brand looks forward to shoppers experiencing its “sensorial and science backed formulas first hand.”
“At Ulta Beauty, we are committed to bringing our guests innovative brands that elevate everyday rituals through performance, ingredient integrity, and experiential discovery,” said Penny Coy, Senior Vice President of Merchandising at Ulta Beauty. “VOESH’s unique approach to blending K beauty technology with spa inspired treatments offers our guests new ways to care for their skin from head to toe, and we’re thrilled to welcome the brand to our growing body care assortment.”
A Body Care Brand Built on Clean, Inclusive Self Care
VOESH describes its mission as making daily rituals feel like spa retreats, delivering multi tasking, sensorial and high performance self care solutions that are clean, vegan, and inclusive. As a proudly female and AAPI owned brand, it frames its growth as part of a broader movement toward more diverse founders and perspectives shaping the next generation of body care.
With national distribution at Ulta Beauty, a strong professional heritage, and a portfolio that marries K beauty science with spa sensoriality, VOESH is now positioned to compete for a leading role in the premium body care segment, right as consumers increasingly extend their skincare standards beyond the face.
