PlusOne’s Intimate Wellness Products Launch At Ulta Beauty
Beacon Wellness Brands’ plusOne sexual wellness products, including vibrators and pheromone-inspired perfume oils, are launching in Ulta Beauty’s Wellness by Ulta Beauty areas, according to Ulta and Beacon. Ulta said the move supports evolving guest needs. The sexual wellness market is cited as $108B in 2025, projected to $274B by 2035 (Emergen Research).
How this was made

The 30-second read
Why it matters
The newest concrete fact is the announcement that plusOne products will be merchandised within Ulta’s Wellness by Ulta Beauty areas, alongside other wellness solutions.
Market read
This is a distribution expansion story that may improve brand visibility, but it lacks financial figures or guidance to drive near-term trading decisions.
What to watch
Key missing details include Ulta shelf space, promotional support, pricing, and whether plusOne is already carried online or via other channels.
Background
The article frames plusOne’s expansion as part of Ulta’s Wellness by Ulta Beauty strategy and cites broader category growth expectations.
Market effects
Supports continued mainstreaming of sexual wellness into beauty retail, but provides no company-level financial guidance.
Highlights US regulatory and media constraints versus faster EU adoption, implying slower category penetration in the US.
US-focused distribution expansion may modestly influence investor sentiment toward sexual wellness brands over time.
Counterpoint
Retail placement does not guarantee sell-through; without sales data, the launch could be incremental rather than material.
Key entities
- companyplusOne (Beacon Wellness Brands)
Sexual wellness brand whose products are launching into Ulta’s Wellness by Ulta Beauty assortment.
- companyUlta Beauty
Retailer expanding into sexual wellness; will merchandise plusOne within its wellness areas.
