PlusOne's Intimate Wellness Products Launch At Ulta Beauty

PlusOne is expanding its intimate wellness collection, including vibrators, into Ulta Beauty. This marks a significant retail distribution milestone for plusOne and Ulta's continued foray into the booming sexual wellness market. The CEO of Beacon Wellness Brands, Maria Warrington, aims to normalize these products, moving them from adult stores to mainstream retailers like Walmart and Target. Ulta's VP of Wellness, Laura Beres, sees this as a natural step in their holistic wellness strategy, addressing evolving customer needs. The sexual wellness market, valued at $108 billion in 2025, is projected to reach $274 billion by 2035, highlighting its rapid growth.

PlusOne is riding a wave of consumer interest in intimate wellness. Maria Warrington is the perfect evangelist for sexual wellness. The CEO of Beacon Wellness Brands, which produces the plusOne collection – it includes vibrators, other sex toys and pheromone-inspired perfume oils – is adamant about a woman’s right to sexual pleasure. Now, plusOne is entering Ulta Beauty, which marks the beauty giant’s continued foray into the sexual wellness category, and represents a tipping point for plusOne’s retail distribution.

“The mass distribution buyer at the time was really excited to bring sexual wellness out of the shadows, out of the taboo and somewhere where you could be doing your grocery shopping and they’d have a tool for your sexual pleasure,” she said.

The growth of plusOne’s roster of major retailers such as Walmart, Target and Meyer, and drug stores CVS and Walgreens, represents the normalization of the category, Warrington said.

The market for sexual wellness, which includes sex toys and vibrators, contraceptives, sexual health vitamins, lubricant and moisturizers and sexual health testing kits, was $108 billion in 2025 and is expected to reach $274 billion by 2035, according to Emergen Research.

Warrington said that the increasing openness that allowed Ulta to agree to sell plusOne products has been a long time coming. “We’ve been working on this since I joined the company in 2022,” Warrington said of the partnership. “We want to make sexual wellness as approachable as beauty and skin care. It’s just as important for a woman to feel good as it is to look good. There have been some starts and stops in the category with retail but the excitement about Ulta has been building.

“Ulta is one of the pioneers in the wellness space with their boutiques not next to, but close to skin care and other wellness products that are part of somebody’s everyday routine,” said Warrington. Over the last few years, Ulta consumers have been redefining wellness in a much more holistic way.