Prime Highlights
- The Nue Co. expects fragrance to reach 85% of total sales in 2026, up from 20% two years ago, driven by expansion into Ulta Beauty stores.
- Overall sales grew 98% year-over-year between January and July 2026, with U.S. wholesale sales up 267%.
Key Facts
- Ulta now accounts for 40% of The Nue Co.’s total sales, with the retailer expected to become a $50 million business within three years.
- The brand’s functional-fragrance line grew 303% year-over-year following its 2024 relaunch and is projected to grow another 469% in 2026.
Background
Wellness brand The Nue Co. expects fragrance to make up 85% of its total net sales this year, a sharp jump from around 20% just two years ago. The company, once known mainly for supplements and its subscription business, has shifted its inventory, marketing and product focus toward its fastest-growing category.
The change follows The Nue Co.’s move into 1,400 permanent Ulta Beauty stores in early 2026, with distribution reaching all 1,539 locations during holiday periods and other promotional pushes.
Ulta now accounts for 40% of the company’s total sales. The brand also sells through its own website, subscriptions and wholesale partners such as Erewhon, Space NK and Mecca.
Between January and July 2026, overall sales grew 98% year-over-year, while U.S. sales rose 167%, and U.S. wholesale sales climbed 267%. Founder Miller said Ulta alone could become a $50 million business within three years.
The growth coincides with the launch of Good Spirits, a new functional fragrance designed to evoke joy. Developed with Swiss fragrance company Givaudan using neuroimaging technology, the scent debuted on the brand’s website in July and will roll out to Ulta’s website and stores later this month.
The functional-fragrance line, which started in 2018, grew 303% year-over-year after a 2024 relaunch and is projected to grow another 469% in 2026. Ulta has also broadened the brand’s customer base beyond its New York roots, with California, Texas and Florida now ranking among its top markets.
Fragrance now receives 75-80% of the company’s inventory investment. Miller said the goal remains to use fragrance as an entry point, drawing customers toward supplements and subscriptions over time.
