Ulta Beauty Brings Midi Health Supplements In-Store as Wellness Blurs Into Beauty Retail

Ulta Beauty is treating midlife women's health as a shelf-space story. The specialty beauty retailer welcomed Midi Health's supplement line to its Wellness by Ulta Beauty assortment—seven SKUs online immediately, with five products rolling into more than 300 stores later this month—marking Ulta's first partnership with a dedicated women's healthcare platform, according to Glossy and a Midi Health press release.

Midi's Ulta.com storefront includes Berberine+, Daily Brain Boost, Daily Cortisol Support, Daily Fiber+, Daily GLP-1 Support, Daily Omega-3+ and Creatine+. The timing aligns with Ulta's broader push to make wellness feel as shoppable as mascara and serum. Midi co-founder Joanna Strober said there is an intersection between beauty and health, while Ulta described an empowering, approachable and holistic assortment.

Midi built its brand on perimenopause and menopause telehealth, then expanded into conditions affecting women across the lifespan. Its Ulta lineup leans age-agnostic, including cortisol support, creatine, berberine and a formula marketed for GLP-1 users. Shoppers should discuss supplements with a healthcare provider because of possible interactions.

Ulta's wellness aisle already includes Lemme, Stripes and Ritual. Midi's arrival extends that mix from influencer-led vitamins toward clinician-branded care as wellness blurs into beauty retail.

Sources: Glossy; Midi Health / PR Newswire.

Image: Illustrative wellness flat-lay for the Ulta×Midi launch — original graphic for iShook Daily; not official Midi packaging or store photography.