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All the Beauty and Wellness Retail Expansions of 2024

January

Eva NYC
Eva NYC

Bansk Group-owned hair care brand Eva NYC has landed in more than 6,000 Walgreens doors nationwide. Brand president Annie Kolemainen said the brand, known for its frizz-reducing hair primer, has seen nearly 200 percent growth during the last five years.

Halsey's Af94
Halsey’s Af94

Halsey’s $10-or-less cosmetics brand Af94 is following in the footsteps of its sister brand, About-face, with an Ulta Beauty expansion. Four of the brand’s products, including its lip stains, bronze and highlight duos and liquid eye shadows, are available online and in-store at the retailer.

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Ross J. Bar Patch Pack
Ross J. Barr Patch Pack

Acupuncturist and fertility specialist Ross J. Barr’s eponymous wellness patch brand has launched at Violet Grey. The brand offers a range of healing, calming and sleep patches infused with natural ingredients such as safflower, red peony root and coix seed.

Ole Henriksen
Ole Henriksen

Olehenriksen, which celebrated its 40th anniversary in 2023, is now available at Ulta. The Scandinavian beauty brand’s brightening eye cream, vitamin C serum, dark spot toner and peptide moisturizer and lip treatment have launched at the retailer.

Dime
Dime

Also at Ulta, aesthetician-founded Dime is rolling out to more than 500 doors. Launched in 2018 by husband-wife duo Baylee and Ryan Relf, the vegan skin care brand’s best-sellers include its Dewy Day Cream and witch hazel toner.

Charlotte Tilbury
Charlotte Tilbury

In February, Ulta will inaugurate buzzy makeup brand Charlotte Tilbury’s assortment online and into 600 stores. Chief merchandising officer Monica Arnaudo told WWD Charlotte Tilbury received more than 1 million searches on ulta.com in a 12-month period.

PDL Cosmetics Hypnotic Eyeshadow
PDL Cosmetics Exotic Hypnotic Cream Eyeshadow

Latinx-founded makeup brand PDL Cosmetics has entered Thirteen Lune. Four of the brand’s stock keeping units, including bullet and liquid lipsticks, lip gloss and cream eyeshadows are now available online and will roll out to stores in February.

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