Ulta Bets on Exclusive Wavytalk and Flower Knows Drops

Wavytalk and Flower Knows are expanding from ulta.com into hundreds of Ulta stores with exclusive tools and colorways.

In late September 2026, tool brand Wavytalk and color cosmetics label Flower Knows announced expanded US distribution through Ulta Beauty, according to Simply Wall Street, moving from ulta.com into hundreds of physical stores with curated assortments, Ulta exclusive products, and exclusive colorways. Simply Wall Street frames the rollout as fresh, differentiated inventory aimed at trend-driven shoppers, supporting Ulta's focus on emerging brands and experiential in-store browsing.

Simply Wall Street calls the Wavytalk in-store rollout the clearest indicator of Ulta's current catalyst, because the retailer is leaning hard into exclusive colorways, hero tools, and curated assortments found only in its aisles. For shareholders, the outlet says the real question is whether those differentiated items translate into larger baskets and sustained store visits as the brand strategy scales.

The exclusives push lands just as another kind of beauty brand winds down. Yahoo reports that Scarlett Johansson's skincare brand The Outset is shutting down after four years, joining a growing list of celebrity beauty ventures that have recently closed. The contrast is striking: while star-founded labels exit, Simply Wall Street highlights Ulta doubling down on emerging, exclusive brands as a loyalty and differentiation play.

Simply Wall St's investment narrative says Ulta must keep using exclusive brands, wellness, and loyalty to support steady earnings while absorbing higher payroll, rent, and benefits costs and the coming loss of the Target shop-in-shops. Execution risk, the outlet writes, lies in product selection, inventory turns, and supporting higher-touch categories without pushing operating costs uncomfortably higher. It projects revenues of US$14.9b and earnings of US$1.4b by 2029 on assumed 5.4% yearly growth.