Ulta Beauty Adds Midi Health Supplements to Wellness Range

Ulta Beauty has expanded its wellness category by adding supplements from the women's telehealth company Midi Health. The launch includes seven products available on Ulta's website, with five of them arriving in more than 300 physical stores throughout September.

Midi Health is not the first supplement brand to join Ulta's shelves. The retailer has previously added lines like Kourtney Kardashian Barker's Lemme, Naomi Watts's menopause brand Stripes, and the direct-to-consumer company Ritual. Laura Beres, Ulta's vice president of wellness, stated the company's vision is to deliver an empowering and holistic assortment that meets guests' evolving needs across life stages.

The Midi Health Partnership

This partnership marks Ulta's first collaboration with a dedicated women's healthcare platform. Midi Health offers virtual clinical care alongside its product range. The company provides visits with board-certified nurse practitioners and midwives, with insurance coverage through providers like Aetna and Cigna.

"Health is a way to feel beautiful, feel good, feel great about yourself," said Joanna Strober, co-founder and CEO of Midi Health. She emphasized the intersection between beauty and health that motivated the partnership.

The Product Assortment

The initial lineup at Ulta includes supplements designed for various wellness concerns. While Midi was founded in 2021 focusing on menopause and perimenopause, its current offerings aim to be relevant for a broader age range. The Ulta collection includes products for GLP-1 medication users, creatine gummies, cortisol support, and the weight management supplement berberine.

Dr. Kathleen Jordan, Midi's chief medical officer, noted the supplements were initially designed for midlife issues but are now relevant for more people. The company recently rebranded and announced treatment for conditions like polyendocrine metabolic ovarian syndrome (PCOS).

Retail and Education Strategy

Selling health-focused supplements requires different expertise than traditional beauty advice. Ulta plans to train its sales associates on the new Midi products. Joanna Strober compared the process to educating staff on the science behind different face creams available in stores.

Supplements are not subject to FDA approval like prescription drugs, which can lead to consumer skepticism. Dr. Jordan advises consumers to discuss any supplements with their healthcare provider due to potential interactions.

The wellness category continues to grow as retailers blur lines between healthcare and beauty. Other examples include telehealth company Wisp carrying Stripes' skincare and Target's new Beauty Studio format featuring supplements from Clearstem.

Ulta reported an 8.9% increase in net sales to $3 billion for the second quarter of 2026. Midi Health raised $100 million in Series D funding earlier this year, achieving a $1 billion valuation.