Ulta Beauty stocks a women's health platform's supplements
Seven Midi Health products are online and five are headed to more than 300 Ulta stores, in what Ulta calls its first tie-up with a dedicated women's health platform.
Ulta Beauty is adding supplements from Midi Health: seven products online and five headed to more than 300 stores. Ulta calls it its first partnership with a dedicated women's health platform, according to Glossy. Sources differ on the exact in-store date, with Midi's release pointing to September 27.
For Midi, the value is reach: hundreds of doors it did not have to build. For Ulta, it is a claim on a new job. A retailer known for what goes on your face is asking to be trusted with what goes in your body.
The open question is how far a beauty brand can stretch. Trust in a shade of foundation and trust in a health product are earned differently, and the partner brand is doing the heavy lifting on the second one.
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
