Cure Hydration is rolling out its hydrating electrolyte drink mixes to 369 Ulta Beauty stores nationwide, marking a major milestone for both the brand and the broader beauty-from-within, or “ingestible beauty,” category.
The retail chain will carry the brand’s five most popular flavors – Berry Pomegranate, Tropical Punch, Watermelon, Lemonade and Strawberry Kiwi – in its Wellness Shop located within its Ingestible Beauty section, alongside other products promoting holistic wellness. Cure’s hydration mixes are based on the World Health Organization’s Oral rehydration solution formula and feature ingredients like coconut water, pink Himalayan salt and fruit juice powders.
The impetus for the partnership was Ulta Beauty’s growing focus on wellness and self-care, categories in which hydration plays a “foundation” role, according to Cure founder Lauren Picasso. By partnering with Ulta, Cure hopes to increase accessibility of clean, science-backed hydration by meeting consumers where they already shop for beauty and self-care products.
“Beauty is no longer just about what you apply topically – it’s about how you take care of yourself from within. The rise of wellness-focused retailers and ingestible beauty products reflects how consumers increasingly recognize that hydration, nutrition and stress management directly impact skin, hair and overall well-being,” Picasso told BevNET via email.
“Cure’s science-based approach to hydration aligns perfectly with our growing beauty-from-within assortment and reflects strong consumer demand we see for holistic solutions that support both wellness and beauty,” said Lauren Beres, VP of Wellness at Ulta, in a press release.
The global ingestible beauty market was valued at approximately $1.44 billion in 2024 and is forecasted to reach $2.66 billion by 2033, according to Business Research Insights. Cure is the latest brand to join Ulta Beauty’s growing roster of ingestible wellness products, which also includes Bloom Nutrition and SeroVital.
The partnership with Ulta marks a major milestone in Cure’s rapid retail expansion, bringing the brand’s nationwide retail door count to over 20,000. Over the past three years, the brand has experienced 561% percent revenue growth, per the release.
“Looking ahead, we’re focused on expanding access to ingestible wellness through new retail partnerships, innovative product formulas, and continued education around the importance of hydration as the foundation of overall well-being,” said Picasso.
Caliwater Makes Walmart Debut
Caliwater, the cactus water startup brand co-founded by actors Vanessa Hudgens and Oliver Trevena, is seeking to make a splash in America’s largest retailer.
The brand will be launching its cans in 3,500 Walmart stores nationwide in Prickly Pear, Watermelon and Pineapple flavors beginning the week of Nov. 17. The rollout “significantly boosts” Caliwater’s footprint, positioning it in Walmart’s top markets, including Texas, Florida, California, Georgia and North Carolina, according to a press release.
“This milestone marks an exciting step in making Caliwater accessible to people across the U.S. I’m thrilled to introduce our cactus water to millions of new households, seeking healthier, more sustainable hydration,” said Trevena in the release.
Javvy Coffee Expands Sprouts Selection
Javvy Coffee is expanding its lineup at Sprouts Farmers Market stores nationwide with the addition of Coffee Concentrates (SRP $26.99) in Original, French Vanilla and Caramel flavors, as well as Collagen Creamer Sweet Cream (SRP $26.99).
In a LinkedIn post, the brand called the early response to the new additions “incredible,” adding that it’s “so rewarding to see customers discovering and loving Javvy Coffee.”
The Sprouts expansion comes two months after Javvy hit the bullseye with Target, which now carries the brand’s protein coffees.
More distribution news from across the industry:
- Prebiotic iced tea brand Halfday is launching its Half & Half flavor into Whole Foods Market stores nationwide. The partnership expansion comes on the heels of Halfday becoming the No. 3 iced tea brand nationally at Whole Foods.
- Ginsa has landed its sparkling ginseng tonic in select Costco Los Angeles locations with an exclusive 12-pack box, according to a LinkedIn post by founder and CEO Juliet Kim Blake.
- Plant-based wellness shake producer Remedy Organics is now available in over 2,200 Kroger stores across the country.
- Jarriboba, the “bold and bubbly boba beverage” from Mexican soda brand Jarritos, is popping into 50 Walmart stores throughout California and 40 Northgate Market locations in Northern California.