NEW YORK — UK-born wellness brand Revive Collagen is expanding its U.S. retail ambitions with a high-profile launch at Ulta Beauty’s Herald Square, pairing expanded distribution with a celebrity-driven push into the growing menopause-wellness category.
The company has named Mel B its global brand ambassador, aligning the brand with a prominent voice on midlife health and confidence. The partnership coincides with the rollout of Revive Collagen’s menopause-focused ingestible skincare line at Ulta Beauty stores and online, marking a significant step in the brand’s North American retail strategy.
Shop Revive Collagen at Ulta Beauty in-store and online
Revive Collagen’s menopause range features liquid supplements formulated with up to 10,000 mg of Type 1 marine collagen, along with a blend of vitamins and functional ingredients to support skin health, sleep, and overall well-being during perimenopause and post-menopause. The positioning reflects a broader shift within the beauty and wellness sector, where retailers are expanding assortments to address hormonal health and age-related concerns with more targeted, clinically positioned solutions.
The New York activation was designed as a consumer-facing brand moment to build awareness and drive in-store engagement. Following a morning media tour, Mel B appeared in a citywide branded campaign, culminating in a Times Square billboard and an in-store event at Ulta’s Herald Square flagship, where she met with shoppers and discussed her personal wellness routine.
“Having Mel B join the Revive Collagen family as our ambassador feels like a natural and exciting evolution for the brand. We’re thrilled to see our iconic menopause range now available on Ulta Beauty shelves,” said co-founder Samantha Faiers.
The launch underscores the growing importance of ingestible beauty across mass and specialty retail, as retailers like Ulta Beauty continue to blur the lines between traditional cosmetics and wellness and health-driven categories. It also highlights rising consumer demand for solutions addressing menopause, an area long underserved in mainstream beauty merchandising.
Founded in 2020, Revive Collagen has expanded rapidly across Europe and the U.S. It is now available in more than 10,000 retail doors globally, including major chains such as CVS Health and Walgreens. The Ulta Beauty partnership adds a key specialty beauty channel to its distribution mix as the brand looks to scale awareness and trial among U.S. consumers.
The company said the New York launch marks the start of a broader global campaign to bring menopause to the center of the beauty and wellness conversation, positioning ingestible collagen as part of a daily regimen for women navigating hormonal changes.
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