Ulta Beauty is transforming wellness from a merchandising category into a full retail experience.  A commitment that began a few years back has evolved into “Wellness by Ulta Beauty,” a dedicated shop-in-shop concept that expands the in-store footprint, and doubles-down on education with specialty-trained wellness advisors. Core to the brand’s strategy, Ulta is looking to expand the category, develop exclusive partnerships and curate a one-of-a-kind marketplace. Hear how this is taking shape and what’s on tap for 2027.