April

L’Oréal-owned French pharmacy brand La Roche-Posay has entered Walmart for the first time, entering 1,460 stores across the U.S.

Charlotte Tilbury has opened its first store in India, located in the main concourse of Select Citywalk, Saket in New Delhi. The opening follows Charlotte Tilbury’s recent appointment of its first Indian beauty muse, actress Sobhita Dhulipala.

Sol de Janeiro is now available online at Urban Outfitters and in select doors. More than 40 products are available at the retailer, including body care, fragrance and hair care offerings.

Korean-inspired hair care brand Base-K, which debuted in 2025, has inked retail partnerships with Moda Operandi and Revolve. The brand is known for scalp care products like its $48 Rice Powder Detox exfoliating shampoo and $52 hair density serum.

British fragrance brand Floral Street is expanding its U.S. retail footprint, rolling out to 161 Belk stores via the retailer’s new BeautySpace shops-in-shop. The brand was founded by Estée Lauder Cos. alum Michelle Feeney.

Nashville-based fragrance house Ranger Station is adding a third brick-and-mortar location in Charleston at 370 King Street. The brand, known for its unisex fragrances and candles, was founded in 2015 and also operates stores in Nashville and New York City.

Mexico-based, plastic-free cosmetics brand Aora has landed its first U.S. retail partnership, entering all Credo Beauty doors. The brand, which provided the makeup for Bad Bunny’s recent Super Bowl halftime show, is best known for its colorful Mírame eye shadow palette.

Viral Korean skin care brand Medicube is now available at Target. The move follows Medicube’s 2025 expansion into Ulta Beauty, following its meteoric rise on TikTok Shop and Amazon beginning in 2024.

Personal care brand Bravo Sierra has partnered with Dillard’s, where eight of its bestsellers are now available. The brand also sells on Amazon and via C.O. Bigelow in New York’s Greenwich Village neighborhood.

Korean fragrance brand, Nonfiction, has opened its first U.S. store in New York City. Founded by Cha Haeyoung, the brand offers eaux de parfum, body care and candles in scents including The Rose, Santal Cream and more.

Fig.1 Beauty has launched on sephora.com. The brand’s assortment at the retailer includes six products, including a $36 Ceramide Moisturizer and $38 retinol eye cream.

March

Wig adhesive brand Ghostbond (formerly Professional Hair Labs), has made its retail foray with a full-chain launch at Walmart.

Collagen drink brand Clöud Café has made its first in-store retail foray at Ulta. The brand, whose founder Olive Kim also previously founded The Crème Shop, has sold more than 1 million boxes of its drink powders since debuting in 2024.

Viral deodorant brand Carpe has launched nationwide at Target. Specifically designed to prevent excessive sweating, the brand’s deodorants are available in exclusive new scents at the retailer, including Rose Water and Vanilla Peach.

Chelsea Piers Fitness is set to open a fifth New York City location later this year. The new, 50,000 square-foot branch will be at Hudson Square and feature fitness studios, contrast therapy suites, turf training zones and more.

Bounce Curl, best known for its curl-styling hairbrushes, has entered Sephora online and in select stores. The expansion comes as the brand introduces a new hair care range including shampoo, conditioner, a curl jelly and more priced at $28 per product.

After launching at Violet Grey earlier this month, clean SPF brand Good Weather Skin will enter Credo Beauty March 31. The brand debuted in November 2025 at Nordstrom and offers lip and facial mineral SPFs priced up to $48.

Ten years in, Keracolor has rebranded and entered Target. The at-home hair color brand’s expanded collection includes high-shine glossing products, root touch-up products and more.

Haut Drops, which debuted in 2024 as a TikTok Shop storefront offering multibrand bundles, has launched on QVC. The foray kicks off with a limited-edition bundle featuring products by Medicube, Topicals, Amika, Rael and more.

AquaSonic is now at Target. The oral care brand, owned by Onyx Global Group, is best known for its electric toothbrushes which also sell on TikTok Shop and Amazon.

February

Hypochlorous acid brand Magic Molecule has launched in all Whole Foods doors nationwide. The brand, which also sells at Target, Amazon and Ulta Beauty, is known for its daily antimicrobial skin spray, priced $22.99 at Whole Foods for the 8-oz. bottle.

Ulta Beauty has added Purcell, best known for its buzzy $33 colostrum-infused facial mist, to its growing assortment of K-beauty brands.

Australian dupe brand MCoBeauty has entered Canada with a Walmart rollout. The brand, which ranks number-one in color cosmetics in Australia and has been growing fast in the U.S. where it sells at Target, is known for dupes of popular products by Sol de Janeiro, Charlotte Tilbury and more.

Ethique has brought 14 of its solid hair care products to 952 Target doors. The brand, owned by Amika parent Bansk Group, made its first retail foray in 2025 at Ulta after gaining status as an Amazon bestseller.

Cliganic, a skin and hair brand known for its single-ingredient products and essential oils, had launched into more than 800 CVS Pharmacy doors. The brand also sells at Erewhon, Walmart, Grove Collaborative and on Amazon.

January

J-beauty brand NatureLab Tokyo is rolling out online and in-store at Target. The hair care brand, best known for its scalp care, also sells at Ulta Beauty, Amazon and Bloomingdale’s.

TikTok Shop-viral GoPure is launching in more than 1,800 Target stores. The brand is best known for its skin-firming offerings, with heroes including its Tighten & Lift Neck Cream and Sculpt & Tone Arm Cream, both priced at $40.

Dr. Catherine Chang’s NakedBeauty MD has launched online at Nordstrom. The peptide-powered brand is best known for its hydrogel face masks and and growth factor eye treatment, among other offerings.

Malibu C is launching its hair care products online and in-store at Target beginning Feb. 1. The brand, launched in 1985, offers need-based care collections, including those geared toward hard water exposure and more.

Amazon-loved baby skin care brand Tubby Todd has entered Target in more than 1,100 stores. Bestsellers include its All Over Ointment Eczema Treatment; Hair + Body Wash and Everyday Lotion, priced between $17 and $36.

Stripes, the menopause-focused beauty brand launched by Naomi Watts, has entered Ulta Beauty online and in select stores. Top brand sellers include the Vag of Honor hydrating gel and Oh My Glide lubricant, $50 and $45, respectively.