plusOne launches sexual wellness products at Ulta Beauty, marking a retail milestone in mainstream intimate wellness.

plusOne, a sexual wellness brand by Beacon Wellness Brands, has launched its products including vibrators at Ulta Beauty, expanding its retail presence beyond adult stores to mainstream outlets like Walmart and Target. This move supports Ulta's holistic wellness strategy and reflects growing consumer openness to intimate wellness products. The sexual wellness market, valued at $108 billion in 2025, is rapidly growing and expected to reach $274 billion by 2035. plusOne's inclusion in Ulta's Wellness section aims to normalize sexual wellness as part of everyday self-care routines.