Sitting Pretty Halo Hair expands to Ulta Beauty's UB Marketplace

Sitting Pretty Halo Hair has launched its halo extensions on UB Marketplace, Ulta Beauty’s invitation-only online marketplace, marking the brand’s first move beyond direct-to-consumer sales after Covet Brands acquired it in 2025. The rollout puts the extensions in front of Ulta shoppers on ulta.com and the Ulta Beauty app. Why it matters: - Sitting Pretty Halo Hair is reaching a broader retail audience for the first time after years of selling directly to consumers. - The move gives the brand access to Ulta Beauty shoppers through ulta.com and the Ulta Beauty app. - The launch expands Covet Brands’ footprint in consumer hair extensions after its 2025 acquisition of Sitting Pretty Halo Hair. What happened: - Sitting Pretty Halo Hair announced that its halo hair extensions are now available on UB Marketplace, Ulta Beauty’s curated online marketplace. - The brand said the launch is its first expansion beyond a direct-to-consumer model. - UB Marketplace is invitation-only and connects beauty brands with customers through Ulta’s website and app. The details: - Sitting Pretty Halo Hair was founded to serve women with fine and thinning hair. - The halo extensions are designed to add volume and length without permanent installation methods. - The products use a wire-based design. - The extensions are made from 100% Remy human hair. - The lineup comes in multiple shades and lengths. - Shoppers can buy the products through ulta.com and the Ulta Beauty app. - Sitting Pretty Halo Hair built an international customer base before the Ulta launch. - Covet Brands acquired Sitting Pretty Halo Hair in 2025. - Covet Brands is a New York-based company with hair extension brands in both professional and consumer channels. - Covet Brands also owns Covet & Mane, a professional extension brand sold through certified stylists. Between the lines: - The Ulta launch suggests Sitting Pretty Halo Hair is shifting from a niche direct-sales brand into mainstream beauty retail. - The brand’s fine-hair positioning fits Ulta’s mass-premium customer base and could help the product reach shoppers looking for non-permanent hair solutions. - The marketplace format lets Sitting Pretty Halo Hair test demand without a full-scale chainwide rollout. What’s next: - Sitting Pretty Halo Hair will now compete for visibility inside Ulta’s digital ecosystem. - The brand’s performance on UB Marketplace will likely shape whether Covet Brands pushes more of its portfolio into similar retail channels. - Future growth will depend on how well the extensions convert Ulta traffic into repeat buyers. The bottom line: - Sitting Pretty Halo Hair’s Ulta Marketplace debut marks a major distribution change: the brand is moving beyond direct-to-consumer sales and into one of beauty’s biggest online platforms.