Seen haircare now has an exclusive partnership with Ulta Beauty. Currently in 700+ stores across the U.S., Seen will roll out to all 1,400+ Ulta Beauty locations nationwide beginning April 6, 2025.

Seen debuted at Ulta Beauty in 2023 through Sparked, the retailer’s emerging brand platform for emerging brands. Seen has “consistently exceeded expectations, underscoring the growing demand for products that support hair, scalp and skin health,” Ulta Beauty stated in a press release.

‘Scalp care‘ is a trend—and Seen is known for leading the “skinification” of hair care. The brand’s dermatologist-developed products are ideal for sensitive, acne-prone, and eczema-prone skin. Seen has a fragrance-free line that was awarded the National Eczema Association’s Seal of Acceptance.

Iris Rubin MD, Harvard-Trained Dermatologist and co-founder of Seen, comments, “Ulta Beauty has been an incredible partner, and this milestone represents a pivotal moment for our brand… With Ulta Beauty’s nationwide reach, we are excited to offer Seen to even more consumers who are looking for haircare solutions that deliver proven results for their hair, skin, and scalp.”

Penny Coy, Senior Vice President of Merchandising, Ulta Beauty, says, “Our engaged guests are more informed than ever before, actively seeking Seen’s products because they not only deliver results, but also address their specific hair and skin concerns…”

Coy continues, “We are so proud of the brand’s growth over the years, from launching in select doors through Sparked, to being an exemplary Conscious Beauty brand…”

In a press release, Ulta Beauty said there was an overwhelming demand for Seen products during its “21 Days of Beauty” event, where core SKUs sold out by early afternoon.

Seen is certified across all five of Ulta Beauty’s “Conscious Beauty Pillars,” which include Vegan, Clean Ingredients, Cruelty-Free, Sustainable Packaging and Give Back.

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