On July 28, 2026, mass-market intimate-wellness brand plusOne — made by Boston-based Beacon Wellness Brands — announced its launch at Ulta Beauty, becoming, per the company, the largest intimate-wellness brand broadly carried by the nation's biggest beauty retailer. A curated assortment including the Rose Arouser, the Vibrating Bullet, the Menopause Massager, and a Cooling Hydrating Mist is now on shelves in more than 1,300 Ulta stores nationwide and online. The company says an "exciting lineup" of new products will launch exclusively at Ulta early next year.

Why It Matters

Retail placement is destiny in sexual wellness, an industry historically throttled by advertising bans, payment-processor friction, and shelf-space taboos. Every mainstream retailer that opens its floor — Target, Walmart, CVS, Sephora, and now Ulta at scale — chips away at the stigma that has kept the category underfunded and awkwardly merchandised. For plusOne, being the biggest intimate-wellness brand at Ulta is both a distribution win and a positioning coup: it plants pleasure products firmly in the "beauty and self-care" conversation rather than the "adult novelty" one, which unlocks impulse discovery from shoppers who would never walk into a sex shop. For competitors and investors, the signal is that beauty retailers now view intimate wellness as a legitimate, high-growth adjacency to skincare and menopause care — and the land grab for that shelf space is on.

The move deepens the ongoing mainstreaming of sexual wellness through beauty retail — the same channel migration that put Dame at Sephora and Smile Makers on drugstore shelves. plusOne is already one of the most ubiquitous mass-market players, with products in over 26,000 retailers including Walmart, Target, CVS, Walgreens, Meijer, and Amazon; its $15.99 Vibrating Bullet is a perennial Target bestseller. Landing premium placement at Ulta alongside skincare and body care, rather than being cordoned off, signals how far the category has traveled from behind-the-counter discretion to open-shelf normalization.

Company executives leaned hard into the "wellness convergence" framing. "Intimate wellness has become an essential part of everyday self-care," said Beacon Wellness Brands CEO Maria Warrington, tying the launch to a U.S. women's-wellness products market projected to grow at a 7.1% CAGR through 2033. Ulta's VP of Wellness, Laura Beres, said the retailer is "continuously evolving our wellness assortment" to meet guests "redefining self-care," citing growing interest in solutions spanning skincare, sleep, menopause, and intimacy. Notably, plusOne's inclusion of a Menopause Massager and menopause-oriented care products aligns with Ulta's broader push into menopause and healthy-aging wellness — a fast-growing white space in mainstream retail.

Sources

Update — 2026-08-06

Initial entry — story first created.