PlusOne Sexual Wellness Products Launch at Ulta Beauty
Beacon Wellness Brands' plusOne collection, including vibrators and pheromone oils, is launching at Ulta Beauty stores, marking a major expansion of sexual wellness into mainstream retail. CEO Maria Warrington emphasized the goal of normalizing sexual wellness alongside beauty and skincare. Ulta's VP of Wellness Laura Beres noted that nearly 80% of guests view wellness holistically, including intimate wellbeing. The partnership follows years of effort and reflects growing openness in the U.S., accelerated by the 2023 FDA approval of over-the-counter birth control Opill. The global sexual wellness market was valued at $108 billion in 2025 and is projected to reach $274 billion by 2035. PlusOne will be merchandised within Ulta's Wellness by Ulta Beauty sections.
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