The supplement giant’s products, including its flagship greens powder and new sleep support drink AGZ, will roll out to more than 1,500 Ulta Beauty stores as the retailer deepens its focus on holistic wellness and self-care
The shelves of Ulta Beauty are soon to be studded with one of the most recognizable and trendy supplement companies: AG1.
As the beauty store leans deeper into wellness, AG1 is bringing its products to more than 1,500 stores, the Ulta website and app, including 7-count and 14-count packs of both AG1 and AGZ, the AG1 Start Here Kit, which has seven servings of AG1, a shaker bottle and a habit-tracker.
“We are incredibly proud to partner with Ulta Beauty, a retailer that shares our belief that beauty starts with foundational nutrition and quality sleep,” said AG1 CEO Kat Cole. “This milestone reflects our commitment to meeting growing customer demand for trusted, simple, comprehensive health solutions, from morning to night.”
Ulta is rebranding beauty as part of a holistic wellness routine that integrates daily health self-care, like taking AG1 to support overall well-being. The supplement brand is known for its green powders and supplements that deliver vitamins, probiotics, antioxidants and superfoods, as well as its recently launched sleep support drink, AGZ.
“At Ulta Beauty, we’re seeing growing guest interest in building daily rituals that support how they look and feel,” said Ulta Beauty vice president of wellness Laura Beres.
“AG1 has been a leader in simplifying foundational nutrition into a consistent, easy-to-adopt routine, and we’re excited to introduce the brand to our guests as part of our expanding wellness assortment,” Beres added. “This partnership allows us to further bridge beauty and wellbeing — bringing trusted, science-backed solutions into the beauty space and helping guests engage with self-care from the inside out.”
Ulta’s partnership with AG1 comes amid a wave of company-wide wellness investment. Earlier this year, the beauty retailer unveiled its store-within-a-store wellness concept in select locations, which featured a 300- to 600-square-foot footprint with interactive education and on-site wellness advisors.
The new initiative also saw Ulta expand its wellness product offerings, under the tagline “Find Your Feel-Good,” with added brands such as Naomi Watts–founded Stripes, The Nue Co. and Playground, co-founded by Christina Aguilera.