Why Beauty Stores Are Expanding Wellness—and Why Sephora Just Stepped Back

Okay, so here’s the deal: beauty retailers like Sephora and Ulta have been all in on wellness supplements the past few years, and honestly, it makes total sense. Everyone’s been obsessed with the whole “beauty from within” thing—collagen powders, biotin gummies, sleep vitamins that promise glowing skin by morning. And because we’re already at these stores for skincare and makeup, tossing a wellness supplement into the basket feels…natural. Ulta especially has doubled down, building out full wellness sections packed with everything from stress-support chews to gut health capsules. It’s very “one-stop glow-up.”

But Sephora? They’re stepping back. Yep, Sephora recently announced they’re pulling supplements from their retail assortment. At first it felt surprising, but when you think about it, it tracks. Supplements are complicated. Between FDA regulations, murky health claims, and the constant wave of trendy-but-short-lived products, it’s a category that requires a ton of oversight. And Sephora’s whole vibe is immediate gratification: serums you can feel, scents you can swoon over, lip oils you can swipe on instantly. Supplements, on the other hand, take time—and consistency—which isn’t exactly the same kind of sensory moment Sephora is known for.

Ulta’s leaning in; Sephora’s tapping out. Honestly, as a beauty editor it’s been really fun watching each retailer carve out its own wellness personality. And it definitely proves one thing: beauty and wellness are so intertwined now that everyone’s trying to figure out what their version of “whole-body beauty” really looks like.