SEEN, a dermatologist-developed hair and skincare brand, is expanding its retail presence through an exclusive partnership with Ulta Beauty. After entering select Ulta locations in 2023 via the retailer’s Sparked program for emerging brands, SEEN products will now be available in all 1,400+ Ulta Beauty stores across the United States starting April 6, 2025.
The expansion follows strong demand from customers, particularly during Ulta Beauty’s 21 Days of Beauty promotion, where SEEN’s core products sold out early in the day. SEEN’s offerings, which include clean, vegan, and cruelty-free formulas, have gained recognition for their skin-friendly approach to haircare. The brand’s fragrance-free line has earned the National Eczema Association’s Seal of Acceptance and is recommended by over 5,300 dermatologists and healthcare professionals.
According to the company, SEEN has become known for contributing to the growing “skinification” trend in haircare, where hair products are formulated with the same attention to skin health. The formulas are designed for all skin types, including those prone to acne, eczema, and sensitivity, while still aiming to support healthier hair.
SEEN co-founder and dermatologist Dr. Iris Rubin commented on the announcement, stating, “We are truly grateful for the partnership with Ulta Beauty and thrilled to expand SEEN’s presence into all stores nationwide.” She added that the milestone allows the brand to reach more consumers looking for products that support both hair and skin health.
Penny Coy, Senior Vice President of Merchandising at Ulta Beauty, emphasized SEEN’s role in addressing consumer demand for performance-driven, dermatologist-developed products. “We are thrilled to expand on our existing partnership with SEEN, offering the brand exclusively in all stores nationwide,” Coy said.
Greg Maged, SEEN’s CEO and co-founder, also noted that the partnership with Ulta Beauty has contributed to the brand’s overall growth. He stated that the national rollout supports SEEN’s broader goal of becoming the leading haircare brand for people with sensitive skin.