Bodycare lost 52 brands at Ulta and Sephora in 18 months, and most left without a word.
The read:
- 34 exited Ulta. 18 exited Sephora.
- 194 ranked products went with them.
- Every exit verified on the retailer’s own site.
- The fastest-climbing bodycare brands at Ulta and Sephora
- 17 fragrance brands that exited Ulta and Sephora
- 99 skincare brands that exited Ulta and Sephora
- What beauty retail buyers want
Summary: Q3 2026 at a glance
- 52 exits: 34 at Ulta, 18 at Sephora.
- 194 products gone: 143 at Ulta, 51 at Sephora.
- Biggest shelf lost: Natura at Ulta, 35 ranked products.
- Q3’26 was the wave: 21 brands last ranked in Q1’26 were gone by Q3’26.
- Sephora cut wellness: dropping supplements and sexual wellness took out Nutrafol and Smile Makers, two of its four biggest exits.
- 3 of the 14 biggest exits have a public reason. Natura closed its US business, and Sephora’s wellness cut took two more. The other 11 left without a word.
Bodycare brands exited Q3 2026: how we count an exit
- Exited: ranked on a bodycare board at that retailer, then on none, and not found online at the retailer.
- Off board is not an exit. 54 more brands fell off the bodycare boards but are still sold at that door. They are not counted.
- Products: ranked SKUs across every bodycare board at that retailer when last seen.
The 7 biggest bodycare brands exited by Q3 2026
The read:
- Natura is a company exit, not a shelf loss. It closed its US business on 30 June 2026 to refocus on Latin America, and 35 ranked products left Ulta with it.
- Q3’26 was the wave at Ulta. All four on the board were last ranked Q1’26 and gone by Q3’26.
- Sephora’s exits came early: half of its 18 were last ranked in Q1’25.
- Sephora cut the category, not the brands. Nutrafol and Smile Makers left when Sephora dropped supplements and sexual wellness. Hello Sunday, a sun brand, is the third of its four biggest exits.
- 30 more Ulta exits and 15 more Sephora exits are in the report.
Silent exits: why bodycare brands exited by Q3 2026 without a word
- 11 of the 14 biggest exits have no public reason: no trade report, no brand statement, no retailer note.
- Brands don’t announce a delisting. The first public signal is the rank disappearing.
- That is the case for tracking the board. By the time the brand page empties, the decision is a quarter old.
What this means for your brand
- Your category can be cut, not just your brand. Sephora dropped supplements and sexual wellness outright. If you sell in a retailer’s side category, line up a second door.
- Your parent company is a shelf risk. Natura’s 35 products left because the business left the US.
- Read the board, not the press. 11 of the 14 biggest exits never made the news.
- Know where you stand before the next quarter decides for you.
Get the full picture
The Bodycare Q3 2026 Ulta + Sephora report covers:- every exit and off-board brand, with its path since Q1’25
- brand ranks at both retailers, with the trajectory since Q1’25
- climbers, peakers and decliners
- momentum 2x2s
- shelf crowding by price tier
- brands common to both retailers
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