Jupiter Enters Ulta Beauty as Retailer Expands Clinical Hair Care

Jupiter, the six-year-old brand disrupting the scalp care category, is entering 500 Ulta Beauty stores on August 23 as the retailer deepens its commitment to clinical and solution-based hair care.

"Fifty percent of the world gets dandruff at some point in their lives," Robbie Salter, co-CEO and founder of Jupiter, said. "By not having a standout dandruff brand in beauty retail, you're totally missing out on an enormous opportunity."

The brand's product launch will make its bestsellers available across Ulta's physical footprint and e-commerce platform. The lineup includes a medicated shampoo, a hydrating conditioner, a scalp-conscious dry shampoo, and additional products priced under $26 each. Founded in 2020, Jupiter is backed by True Beauty Ventures, Willow Growth Partners, and Springdale Ventures. The product line is also sold direct-to-consumer as well as through Amazon and Target.

"It was always a shared thesis between Ulta and Jupiter that dandruff products had a stigma and were sold in the wrong aisle," Salter said. "Historically, dandruff products had been sold in the medicated category in drugstores. What Ulta really recognized is that we should be bringing these types of products into beauty retail because it naturally is part of the hair-care conversation and where the demand already is for their customer."

Jupiter's brick-and-mortar expansion reflects Ulta's ongoing growth into beauty-adjacent categories such as wellness, clinical skin and hair care, and targeted solution-based formulations.

According to Shianna Davey, Vice President of Merchandising at Ulta Beauty, scalp care has steadily gained momentum within the retailer's assortment. "Today's guests are looking for more than one-size-fits-all hair care," Davey said, noting that consumers are increasingly building customized routines to address specific hair goals, aligned with broader industry shifts toward personalized beauty experiences.

Jupiter joins a growing list of scalp- and dandruff-focused brands carried by the retailer, including CeraVe, Biolage, and Nioxin. Ulta's problem-solution hair-care strategy spans hydration, strengthening, maintenance, dandruff, and overall scalp health, mirroring broader retail investments in specialized care, such as Ulta's marketplace distribution for express skincare brand Clean Your Dirty Face.

"What's exciting now is seeing the category continue to evolve through new formats, targeted solutions, and ingredient-led innovation that make scalp care easier to personalize and incorporate into everyday routines," Davey said. "Jupiter is a great example of that evolution."

To support its retail expansion, Jupiter plans to scale up top-of-funnel marketing campaigns to drive mass awareness. "Our job is to become as omnipresent as we possibly can," Salter said. "We want the thing that everybody wants: to reach virality."

To build broad momentum, the brand recently ran an aerial banner campaign over the Hamptons and Nantucket to introduce its new dry shampoo, complemented by New York City subway advertising and a branded truck for guerilla sampling in Manhattan. "We're starting to do more top-of-funnel campaigns, which we admittedly hadn't been doing prior to Target," Salter said.

Across all marketing channels, Jupiter's core positioning remains focused on category transformation. "We are destigmatizing a space that has, for so many years, been stigmatized," Salter said.