Onyx Professional Rebrands Ahead of Ulta Beauty Launch
At-home foot care brand Onyx Professional has completed a comprehensive rebrand as it prepares to launch in Ulta Beauty stores. The brand is expanding from nail care into a broader self-care platform with new packaging and an expanded product line. This positions Onyx to capitalize on the growing demand for accessible, at-home wellness solutions and makes it a brand to watch for future off-price cycles.
- Onyx Professional is owned by Onyx Brands, which was acquired by private equity firm Mason Wells in 2021. - The brand's reinvention and push into Ulta Beauty is being led by a CEO who is a beauty industry veteran with 14 years of leadership experience at L'Oréal. - The launch will place 15 new and rebranded Onyx Professional products in more than 800 Ulta Beauty stores in March 2026. - The product expansion includes new items in body care such as body washes, scrubs, and lotions, as well as new nail care products like a Nail Reset Nourishing Nail Pen and Nail Polish Remover Cream Drops. - Price points for the new Ulta offerings will range from $8.99 for items like Cushion Me Protective Relief Cushions to $10.99 for products like Sole Soother Massaging Foot Cream. - The global foot care market was valued at over $11 billion in 2025 and is projected to grow at a 6.8% compound annual growth rate, reaching over $19 billion by 2033. - Onyx Professional aims to increase its foot care sales from the current 25% of its business to over 40% in the next year, capitalizing on this market growth. - While launching in Ulta, Onyx Professional will continue its existing retail presence in other major retailers including Walmart, Target, and CVS.
