Foria Announces Its Expansion Into Ulta Beauty Stores As Part Of Intimate Wellness Launch

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The 100% plant-based sexual wellness brand joins the nation’s largest beauty retailer within The Wellness Shop

This week, Foria, the 100% plant-based sexual wellness company, announces its expansion into The Wellness Shop at Ulta Beauty, as the leading retailer expands its assortment to debut Intimate Wellness.

Foria’s collection of intimacy and relief offerings are now available at select Ulta Beauty locations and online at, including hero product, Awaken Arousal Oil with CBD, the recently-launched Breast Oil, best-selling Intimacy Sex Oil with CBD, CBD Salve, Intimacy Bath Salts, and soothing Relief & Intimacy Melts, among others.

“At Foria, we are thrilled to join The Wellness Shop at this exciting moment as Ulta Beauty elevates Intimate Wellness. For us, this partnership increases access to and education around intimacy, thus furthering our mission to make pleasure more accessible to all,” says Foria’s Co-Founder and CEO, Jon Brandon. “We know many people seek support when it comes to intimacy and they have not always been able to access products or information to meet their needs and desires. This milestone represents a meaningful step forward and we’re honored to be among the first products joining this pillar of The Wellness Shop at Ulta Beauty.”

“At Ulta Beauty, we are guest-centric in everything we do – and we know our guests' beauty needs and wants are more interconnected to wellness than ever before,” says Penny Coy, Vice President of Merchandising at Ulta Beauty. “We are thrilled to expand The Wellness Shop to reflect more self-care needs with our Intimate Wellness offerings and could not be happier to welcome Foria to the Ulta Beauty family. The innovative brand is committed to its consumers, continual education and efficacy and it is a welcome addition to our assortment.”
Founded in 2014, Foria is the first brand to launch CBD-based sexual wellness products and continues to be a pioneer in the category, with products formulated to address common experiences and unmet needs across one’s lifetime. With a product line built on organic botanicals and broad spectrum CBD from USDA organic and regeneratively grown hemp, Foria effectively created the category for 100% plant-based sexual wellness.

In an effort to provide greater access to pleasure and in recognition that not every plant is for every body, the brand also recently launched two new botanically-formulated, CBD-free products. Committed to maintaining the highest standards of transparency, for people, plants, and the planet, Foria takes “clean” to a whole new level – all of their Intimacy formulas use 100% all-natural and organic botanicals and have no fragrances, additives, or synthetics, ever.

Foria’s products are also available for nationwide shipping via as well as at Nordstrom, Neiman Marcus, Madewell, Thrive Market, Saks Fifth Avenue, The Skinstore, Look Fantastic and many more. The full Foria retail store locator is available here, which now includes their Ulta Beauty locations.

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About Foria
Foria is an innovative health and sexual wellness company creating life-changing, plant-based sexual wellness formulas for relief, intimacy, and daily wellbeing. Rooted in the belief that pleasure is your nature, Foria is on a mission to make more pleasure accessible to more people, while maintaining the highest standards of transparency – for people, plants, and the planet.
Through an unwavering commitment to clean ingredients, sex education, and sustainable packaging, Foria crafts formulas rooted in the sensuality of nature and designed to connect you to your body. Offerings include Awaken, Foria’s hero arousal oil, a luxurious Sex Oil lubricant, relaxing Bath Salts, tension-easing Salve and Melts, and much more.

Foria products go through rigorous development and ingredient testing to meet a standard not often seen in the industry – and it is one of the only brands that provides transparent third-party testing reports for all of its ingredients. During this process, if any ingredient doesn’t meet Foria’s standards, it is reformulated or sourced from a different supplier. The brand also provides a Certificate of Analysis (COA) for every product they sell, furthering its commitment to the health and wellness of its community.
Most recently, as part of Foria’s mission to close the pleasure gap and make pleasure and wellness accessible to all, the brand has expanded its line to include botanical CBD-Free products: including an arousal oil with botanicals and a sensual breast oil.

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