A perimenopausal woman, a postmenopausal woman, a soon-to-be mom and a preteen can all find full body wellness solutions at Ulta Beauty. Under The Wellness Shop, there’s period care, sexual wellness solutions and hormonal support supplements in one section. It’s a far cry from tampons on aisle 5, multivitamins on aisle 9 and lubricant on aisle 10. It heralds a new approach that an increasing number of brands and retailers are starting to take when it comes to women’s over-the-counter full-body solutions. According to Ulta Beauty’s vice president of wellness Laura Beres, the goal is to address “all ages and stages.”

Over the past few years, women’s wellness has become a super trendy category at retail , with new brands popping up daily. There’s been the tween period care craze, the m

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