Seen, the science-backed hair and skin brand founded by Harvard-trained dermatologist Dr. Iris Rubin, is making a bold retail leap — expanding into all Ulta Beauty stores across the U.S. this month. The milestone marks a major moment for the brand, which first debuted in Ulta through its Sparked platform for emerging beauty innovators in 2023.

Seen expands into all Ulta Beauty stores nationwide. – Seen

“We are truly grateful for the partnership with Ulta Beauty,” said Dr. Rubin. “This expansion is a pivotal moment for Seen. With Ulta’s national footprint, we’re able to bring our clinically-proven, skin-safe haircare solutions to even more consumers — especially those with sensitive, acne-prone, or eczema-prone skin.”

Known for pioneering the “skinification” movement in haircare, Seen delivers dermatologist-developed, patented formulations that focus equally on healthy skin and beautiful hair. The brand’s clean, vegan, cruelty-free products are a favorite among beauty enthusiasts who value both performance and ingredient integrity.

Source: Fox Business

The national rollout underscores Seen’s strong consumer appeal and the growing demand for multifunctional beauty solutions that go beyond aesthetics. It also reflects Ulta Beauty’s ongoing investment in conscious brands that align with its core values.

“Our guests are more informed than ever,” said Penny Coy, SVP of Merchandising at Ulta Beauty. “Seen has stood out not just for results, but for its thoughtful, science-backed approach to hair and skin health. From launching in select stores through Sparked to now reaching over 1,400 doors, it’s a testament to the power of a purpose-driven brand.”

Seen is also one of Ulta’s certified Conscious Beauty brands — meeting rigorous standards across all five pillars: clean ingredients, cruelty-free, vegan, sustainable packaging, and giving back.

With this nationwide expansion, Seen is poised to become a go-to for those seeking a modern, dermatologically sound alternative in haircare — a brand that doesn’t just care for your hair, but for your skin, too.