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From Fertility Supporting Lubricant and Libido-enhancing Supplements to Retail Commitment and Brand Expansion, Women’s Wellness Is Broadening

A perimenopausal woman, a postmenopausal woman, a soon-to-be mom and a preteen can all find full body wellness solutions at Ulta Beauty. Under The Wellness Shop, there’s period care, sexual wellness solutions and hormonal support supplements in one section. It’s a far cry from tampons on aisle 5, multivitamins on aisle 9 and lubricant on aisle 10. It heralds a new approach that an increasing number of brands and retailers are starting to take when it comes to women’s over-the-counter full-body solutions. According to Ulta Beauty’s vice president of wellness Laura Beres, the goal is to address “all ages and stages.” Over the past few years, women’s wellness has become a super trendy category at retail, with new brands popping up daily. There’s been the tween period care craze, the menopause movement, the seed cycling wave and a deeper focus on fertility. Now, as the category has matured, retailers like Ulta Beauty and brands like O Positiv are broadening their assortment to focus on a woman’s entire lifespan and not just one trending moment, reflecting how consumers today want to shop. “The consumer likes the idea of shopping in one place, the ease of knowing [it’s all there],” said Rachel Hirsch, founder

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