AG1 lands at Ulta, bringing wellness drinks to self-care shoppers

AG1 just turned a niche greens powder into something you can buy beside lipstick and leave on a friend’s doorstep the same day. The brand landed at Ulta Beauty on May 11, bringing its drinks into more than 1,500 stores nationwide and onto Ulta.com, and making this AG1’s first partnership with a beauty retailer after earlier expansion into Target and Costco.

That matters for gift shoppers because Ulta is not a specialty supplement shop trying to explain why greens belong in a cart. It is the largest specialty beauty retailer in the U.S., with over 1,500 locations, which gives AG1 instant legitimacy as a self-care purchase instead of a wellness insider flex. The shelf context also changes the message: this is now a product you can buy for the friend who lives in skin care, the coworker who swears by routines, or the sibling who would rather have a useful gift than another candle.

The practical buy is the AG1 Start Here Kit, priced at $34.99. It includes seven AG1 travel packs, a durable BPA-free shaker, and a habit journal, which makes it the most giftable version in the assortment because it already looks like a set, not just a powder refill. Ulta also lists the core AG1 powder at $29.99 for 7 counts and $49.99 for 14 counts, which works out to about $4.28 a serving on the smaller size and about $3.57 on the larger one. That is not cheap in the way a lip gloss is cheap, but the per-serving math is easier to justify when the box does part of the gifting for you.

AG1’s pitch is straightforward enough for a beauty shopper to understand: Ulta describes it as a research-backed Daily Health Drink with a multivitamin, probiotics, and superfoods for whole-body health. AGZ, the nighttime companion, is priced at $29.99 for a 7-count and is positioned as a melatonin-free sleep drink built with clinically studied herbs, adaptogens, and minerals. For someone who likes bedtime rituals more than morning wellness, AGZ is the better choice; for the daily-routine person, the starter kit still wins because it comes with the shaker and journal that make the habit feel finished. To make either one feel more like a present, pair it with a small beauty discovery set, not a giant basket. Ulta’s own gift section has clean options like Sol de Janeiro’s Limited Edition Cheirosa Perfume Mist Discovery Set for $19.60 and Clinique’s Hydration Heroes set for $20, both of which add the pleasure a supplement box usually lacks.