Ulta Beauty’s first forays into wellness struck a nerve. But business impact for an $11B+, coast-to-coast icon with 46M loyalists takes more than positive indicators. They needed a true sub-brand--one that would resonate with existing fans while inviting a whole new kind of guest. So we set out to build a first-of-its-kind, category-owning destination that rises above the typical wellness noise with a single mission: make it feel (actually, really) good. From positioning, consumer research and product architecture to a refreshing world of blue skies, crisp, helpful color and elegant movement, Wellness by Ulta Beauty welcomes you as you are, and for who you want to become.