This week, the beauty industry saw a wave of major retail expansions, with five brands announcing significant launches at top retailers. From Beyoncé’s haircare empire making its retail debut to Violette_Fr arriving at Sephora, here are the latest brand expansions shaking up the industry.

Cécred enters Ulta Beauty in landmark haircare launch

Cécred, the award-winning haircare brand founded by Beyoncé Knowles-Carter, is making its highly anticipated retail debut at Ulta Beauty. Starting April 6, Cécred will be available in over 1,400 Ulta Beauty stores and online, marking the retailer’s largest exclusive haircare launch to date. Following its February 2024 debut, Cécred quickly became a leader in the hair category. The Ulta expansion will feature the brand’s full Foundation Collection, including bestsellers like the Hydrating Shampoo and Conditioner, the Fermented Rice & Rose Protein Ritual, and the newly launched Restoring Hair & Edge Drops.

Saltair joins Ulta Beauty with exclusive body oils

Saltair, the award-winning body care brand founded by model and entrepreneur Iskra Lawrence, is also expanding into Ulta Beauty. Beginning February 23, Saltair products will be available in over 1,400 Ulta locations, making the retailer the exclusive home of Saltair’s coveted Body Oils. Known for its clinically effective formulas, sensory-driven experiences, and inclusive approach, Saltair offers a full range of body washes, lotions, treatments, lip oils, and deodorants, all priced between $12 and $26.

Violette_Fr brings clean beauty to Sephora

Violette_Fr, the multi-category clean beauty maison founded by French makeup artist Violette Serrat, is set to make its Sephora debut. Starting February 28, the brand will launch in over 190 Sephora stores across the U.S., followed by an expansion into Canada on March 24. Violette_Fr’s standout products—including the viral Bisou Balm blurring matte lipstick and Yeux Paint liquid eyeshadows—will be featured both in dedicated gondolas and Sephora’s ‘Next Big Thing’ section. In December, the brand secured a Series B funding round to fuel global expansion, product innovation, and digital platform enhancements.

Each & Every launches at Ulta Beauty with new brand identity

Each & Every, the natural fragrance brand known for combining fine fragrance craftsmanship with clean, high-quality ingredients, is making an entrance into Ulta Beauty this March. As part of its expansion, the brand is unveiling a fresh new identity featuring sleek, recyclable black packaging accented with color highlights. Each & Every’s award-winning natural deodorants—crafted with 100% natural fragrances and a clean formula—will be available nationwide, retailing at $22 for a 2.5 oz size.

Bubble Skincare lands at Shoppers Drug Mart in Canada

Bubble Skincare, the buzzworthy brand known for its dermatologist-approved formulas and vibrant branding, has officially landed at Shoppers Drug Mart in Canada. Canadians can now easily access the brand’s high-performance skincare both in-store and online, bringing the brand’s mission of accessible, effective skincare to a wider audience. Bubble’s collection of cleansers, moisturizers and more, are formulated with premium ingredients like hyaluronic acid, niacinamide, and peptides to ensure optimal results. The assortment includes the First Class Oil Cleanser, the Morning Rays Brightening Eye Cream, and the Slam Dunk Hydrating Cream Moisturizer, among other products.