Ulta to Carry Patented Liposomal Supplement Line Generating $150M Annual DTC Revenue
ULTA•Ulta will add a patent-pending liposomal supplement line that scaled to $150 million in annual direct-to-consumer revenue, following launches at Target and Whole Foods. The brand’s 32 SKUs, priced between $40 and $90, showed clinical results of up to 300% higher absorption versus baseline vitamin C formulations.
1. Retail Distribution Partnership
The supplement brand expanded its retail presence with placements at Target and Whole Foods, and is now set to launch in Ulta stores nationwide, marking its first beauty retailer partnership and enhancing its omnichannel footprint.
2. Direct-to-Consumer Revenue Growth
Bootstrapped since inception, the company scaled to approximately $150 million in annual DTC revenue across its 32 SKUs, demonstrating strong consumer demand prior to retail expansion.
3. Patent-Pending Liposomal Technology
The brand’s liposomal delivery encapsulates vitamins in fats to mimic whole foods, with April clinical studies showing up to 300% higher glutathione absorption versus standard formulations.
4. Premium Pricing Strategy
Products are priced from $40 to $90 per packet, targeting high-end wellness consumers and positioning the line as a differentiated, performance-driven offering within Ulta’s assortment.
