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Direct exposure to a fast-growing, mainstream sexual-wellness line via Ulta can lift guest traffic and mix. The partnership leverages Ulta's wellness-centric framework and mass-market distribution, potentially driving incremental revenue; however, it depends on execution, pricing, and cannibalization risks within the wellness category.
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Ulta Beauty is adding plusOne, Beacon Wellness Brands' sexual-wellness line, to its Wellness by Ulta Beauty spaces, signaling a meaningful shift into intimate wellness. Backed by growing mass-market distribution for plusOne (Walmart, Target, CVS, Walgreens) and a broader trend toward holistic wellness, the move could broaden Ulta's wellness mix and attract new customers.
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