Ulta Beauty launches Midi Health supplements online and in 300+ stores
On Sunday, Ulta Beauty began selling seven Midi Health supplements on its website, with five of the products set to appear in over 300 stores starting in September. The launch expands Ulta’s wellness assortment, which already includes brands such as Lemme, Stripes and Ritual, as the retailer leans into the growing overlap between beauty and healthcare.
Midi’s initial Ulta offering includes a GLP‑1 user supplement, creatine gummies, cortisol support and a berberine‑based weight management product, all sold as over‑the‑counter supplements. Beyond products, Midi provides virtual visits with board‑certified nurse practitioners and certified nurse midwives, and notes that insurance carriers such as Aetna and Cigna may cover those consultations. Ulta says its store associates will receive training on the Midi supplements so they can explain the science behind the products to shoppers, similar to how they are coached on skincare items.
“What I want women to know is that Midi puts the same scientific rigor behind their supplements that we do to the care we give and the pharmaceuticals we prescribe,” Dr. Kathleen Jordan, chief medical officer of Midi Health said.
“Our vision for Wellness by Ulta Beauty is to deliver an empowering, approachable and holistic assortment that meets guests’ evolving needs and enables them to seamlessly integrate them into their everyday lives,” Laura Beres, vp of wellness at Ulta Beauty said.
Midi is not the first supplement brand Ulta has carried; the retailer previously added Lemme, Stripes and Ritual to its wellness assortment. Other retailers are also blending supplements with beauty, as seen in Target’s Beauty Studio format that pairs Clearstem supplements with traditional makeup like blush and mascara.
What we know
Seven supplements available at Ulta’s online store
Five products rolling out to more than 300 doors
Rollout throughout September
More than 300 doors
Midi Health was founded in 2021