Stripes Beauty Expands to 448 Ulta Stores as Menopause Care Goes Mainstream

Quick Facts

Stripes Beauty expands from 4 to 448 Ulta stores starting July 26, 2026, with five products across skin, body, and intimate care.
The global menopause market was valued at $17.79 billion in 2024 and is projected to reach $24.35 billion by 2030.
Gen X shoppers will account for roughly one-quarter of total beauty spend in 2025, with projected growth of $80 billion over the next five years.

Stripes Beauty is taking its biggest retail step yet. The menopause care brand founded by actor Naomi Watts will expand into 448 Ulta Beauty stores on July 26, six months after a four-location pilot the two companies say tracked ahead of expectations.

The in-store assortment will include five products: Rich and Tight Ultra Hydrating and Firming Peptide Body Butter, The Full Monty Squalane Hydrating Vitamin C Body Oil, Vag of Honor Feminine Hydrating Gel, Oh My Glide Intimate Oil, and Dew as I Do Moisturizer. The brand’s full lineup, which includes hair care and supplements, remains available on Ulta.com and the Ulta Beauty app.

Stripes will be merchandised as a dedicated brand assortment within Ulta’s existing wellness sections. More prominent display units are expected later this year.

A Pilot That Worked

Stripes entered Ulta’s four new Wellness by Ulta Beauty boutique locations in early 2026. Those shop-in-shop formats, each roughly 475 square feet, opened in Columbus, Ohio; Short Pump, Virginia; Peabody, Massachusetts; and Naperville, Illinois.

Ulta launched its original Wellness Shop concept in 2021. Its online menopause care section now lists 39 products from 16 brands, including Womaness, Joylux, and Medicine Mama.

CEO Cara Kamenev said both parties entered the pilot expecting growth. “Both Ulta and Stripes came into it with the mindset that this brand would be expanding,” she said. Kamenev added that Stripes will focus on building the Ulta partnership before pursuing another major U.S. retailer. “We’re still a startup and a small brand, and we’re growing thoughtfully.”

The Market Behind the Move

Approximately 75 million women in the U.S. are currently in perimenopause, menopause, or post-menopause. The global menopause market was estimated at $17.79 billion in 2024 and is projected to reach $24.35 billion by 2030, growing at a compound annual rate of 5.42%.

The U.S. menopause skin care segment alone is expected to climb from $956.5 million in 2026 to $1.94 billion by 2033, a CAGR of 10.6%.

Gen X spending is a key driver. According to NielsenIQ, Gen X shoppers will account for about one-quarter of total beauty spend in 2025, with their expenditure projected to grow by $80 billion over the next five years. NielsenIQ’s Global SVP of Beauty, Tara James Taylor, noted that Gen X shoppers move freely between online and physical retail, making broad omnichannel distribution a strategic priority for brands targeting this group.

Still a Nascent Retail Category

Kamenev described menopause care, and sexual health and intimacy products in particular, as “very nascent at retail.” She said access remains inconsistent. “You can walk into any local store and access period care or postpartum care, and yet, for years, women have not been able to have the same level of access for menopause care.”

Ulta’s SVP of Merchandising Penny Coy framed the expansion as part of a longer retail strategy. “We really want to be able to service their needs, everything from first-period care for our young Alpha guests to prenatal, postnatal, pre-menopause, post-menopause and menopause care, and beyond that,” Coy said.

Stripes has also added a presence at Sephora, giving the brand two major beauty retail partners as it scales. With 448 Ulta doors and a growing product line, the brand is betting that menopause care will command the same shelf space as any other stage of women’s health.