Sephora leads Q1 2026 with 25 brand debuts; Ulta adds 23, K-beauty drives mix

Sephora led US prestige with 25 new brand debuts in Q1 2026 — majority driven by international growth, K-beauty, and niche fragrance houses. Ulta followed with 23 additions weighted toward wellness supplements and Gen Z skincare. Beauty of Joseon and Salt & Stone were confirmed for Sephora at Kohl's the same quarter, adding clean-adjacent brands across 850 Kohl's locations. Combined: the two largest US prestige beauty retailers added 48 new brands in a single quarter — operating as the primary discovery mechanism for international and indie clean brands seeking US scale.