Ulta Beauty has added supplements from women's telehealth company Midi Health to its wellness aisle, Glossy reports, starting with seven products online and five rolling out to more than 300 stores through September. It is the retailer's first partnership with a dedicated women's healthcare platform, according to Laura Beres, vp of wellness at Ulta Beauty.

Midi, founded in 2021, sells supplements and face creams alongside virtual visits with board-certified nurse practitioners and certified nurse midwives, with insurance coverage available through providers including Aetna and Cigna. The Ulta lineup includes a supplement aimed at GLP-1 users, creatine gummies, a cortisol support product and berberine, sold for weight management.

The celebrity shelf next door

Midi arrives in a section Ulta has already stocked with famous names: Kourtney Kardashian Barker's Lemme, Naomi Watts' menopause-focused Stripes and the DTC brand Ritual. The difference Midi is selling is not a face on the box but a clinician on the other end of a video call, which is a genuinely different pitch in a category where most differentiation is packaging.

What the company says about rigor

Kathleen Jordan, MD, Midi's chief medical officer, said the company puts "the same scientific rigor" behind its supplements as behind the care it gives and the pharmaceuticals it prescribes. That is the company describing itself, and no trial, published study or outcome figure for any of the seven products appears anywhere in the Glossy piece.

Where the evidence stops

The article notes plainly that supplements are not subject to the same FDA approval as prescription drugs, which has left some consumers skeptical of efficacy claims. Jordan herself said she encourages women to discuss any supplements they take with a care provider, because interactions exist, which is a more careful line than most supplement launches bother with.

The training question

Co-founder and CEO Joanna Strober said Ulta sales associates will be trained on the supplements the way they are on skin care, comparing explaining the science behind a face cream to explaining the science behind a berberine capsule. Whether a beauty advisor is the right person to field a question about a GLP-1 adjunct is the part of this expansion worth watching.

Bottom line

The commercial logic is not in doubt: Ulta reported an 8.9% increase in net sales to $3 billion in the second quarter of 2026, and Midi raised $100 million in February at a $1 billion valuation. What remains unsettled is whether clinician-backed branding translates into published data, because right now the rigor is asserted rather than shown.