Ulike launches wellness events in yoga studios across Santa Monica, New York

Ulike turned two yoga-adjacent spaces into a launch strategy, using studios in Santa Monica and New York to frame Glow State of Mind as more than a product sample event. The weekend activation, staged across The Class in Santa Monica and SENSE+ Skincare & Wellness in New York, was designed to feel like a community gathering first and a brand introduction second. Leona Liu, Ulike’s general manager, called it “Ulike’s intentional step into the wellness space,” adding that “this is only the beginning.”

In Santa Monica, the format leaned into the language of the room. Attendees moved through a high-energy flow, then settled into a slower, restoration-focused cool-down before shifting into a lounge where Ulike’s IPL hair-removal devices and LED facial mask were demonstrated hands-on. That sequence was not accidental. It matched the logic that has made yoga studios attractive to consumer brands looking for trust and intimacy: the room already carries credibility around self-care, movement, and body care, which makes it easier for a company like Ulike to introduce beauty tech without the feel of a hard sell.

The New York stop pushed the same idea in a different direction. At SENSE+ Skincare & Wellness, the program centered on meditation, mindfulness, breathwork, and sound healing before moving into private shopping and product exploration. The shift from movement to stillness showed how flexible these spaces have become for brands trying to meet wellness consumers where they already spend time. For yoga readers, the setup looked familiar but also newly commercial, blending studio practice with the language of at-home maintenance and beauty retail.

The partnership also fits Ulike’s broader U.S. expansion. The company says it was founded in 2013, launched in the U.S. in July 2022, and entered U.S. brick-and-mortar retail through Best Buy in June 2024, its first physical retail presence in the country. Ulike says it had sold more than 4 million units across 17 countries as of 2023, a scale that helps explain why it can now treat wellness events as a repeatable brand platform instead of a one-off activation.

The Class, founded in 2011 by Taryn Toomey, was a natural fit for the Santa Monica side of the rollout. Its music-driven somatic method is built around movement, breath, and mindfulness, and its studios in Santa Monica and Tribeca make it one of the more recognizable names in the modern wellness ecosystem. Ulike’s weekend play suggested a broader shift is underway: yoga studios are no longer just places to practice, but places where beauty, technology, and credibility now launch together.