Shiseido’s venture capital arm, Long Term Investments for the Future (LIFT), has made a strategic $8 million investment in Ulta Beauty’s plant-based wellness brand, Apothékary, during its pre-Series A funding round. This move signals Shiseido’s dedication to expanding its footprint in the wellness sector, aligning with its long-term goal of becoming a “personal beauty wellness company” by 2030.
Shiseido Invests $8 Million in Apothékary as Brand Expands Its Retail Presence at Ulta Beauty. Founded in 2020 by Shizu Okusa, Apothékary has experienced rapid growth, securing over $21 million in total funding. The brand’s latest milestone includes a major expansion into retail. After entering over 400 Sprouts locations in September 2024, Apothékary has now launched on Ulta Beauty’s website, marking its debut in the specialty beauty retail space. This new partnership is significant, as Apothékary becomes the first brand to offer alcohol-alternative products on Ulta’s platform. The inclusion of Apothékary in Ulta’s Wellness Shop emphasizes the retailer’s focus on wellness and complements its existing offerings.
“Apothékary’s presence at Ulta is a key part of our growth strategy as we aim to reach $30 million in sales this year, a 40% increase from last year,” Okusa stated. The funding will support the brand’s ongoing retail expansion and the growth of its team, which has now grown to 60 employees. Apothékary’s offerings, which include beauty and wellness tinctures such as Blue Burn Metabolic & Weight Support, Take the Edge Off, Rosé-Tinted Glasses, Never Been Bitter, Wine Down, and The Honest Youth, are available through Ulta’s app and website.
Shiseido Invests $8 Million in Apothékary as Brand Expands Its Retail Presence at Ulta Beauty. Lisa Tamburello, Vice President of Merchandising at Ulta, expressed enthusiasm about the new collaboration: “We’re so excited to bring Apothékary to Ulta Beauty, offering our guests a fresh way to embrace wellness as part of their everyday beauty rituals. Apothékary’s plant-based tinctures are a unique addition to The Wellness Shop, especially as more of us are looking for natural ways to support balance and beauty from within.”
The launch of Apothékary at Ulta Beauty marks a significant chapter in the brand’s multipronged approach to retail. Okusa explained, “We launched in Sprouts nationwide, and that’s a very different kind of retailer to Ulta. But that’s where wellness is. It’s this intersection between supplements and vitamins and beauty. We’re taking a multipronged approach, really going at beauty, grocery, and then Amazon. We’re eager to test out Ulta because it feels like a new customer angle because of customers coming in from beauty.”
Shiseido’s investment in Apothékary highlights the growing synergy between beauty and wellness, as both industries continue to evolve to meet changing consumer preferences. By supporting wellness brands like Apothékary, Shiseido is positioning itself to tap into new growth opportunities, helping to drive the future of beauty and wellness innovation.
