Seen brings skin-safe hair care to Ulta Beauty stores nationwide
Seen, a dermatologist-developed brand for hair and skin, is broadening its retail footprint with the help of Ulta Beauty.
Since launching in 2023 at the beauty retailer, Seen has been available in more than 700 of its stores across the nation and since April 6 has broadened its reach to more than 1,400 Ulta Beauty stores.
To learn more about the brand and why this partnership is so important, Inside Beauty spoke to Dr. Iris Rubin, founder of Seen and chief medical officer, who prior to creating the company served as the medical director of the Dermatologic and Vascular Laser Surgery Program at Children’s National Medical Center in Washington and Maryland.
“Seen was born from a desire to bridge the gap between skincare and hair care. As a dermatologist, I saw firsthand how my own skin issues—particularly breakouts—were being triggered by hair products,” said Dr. Rubin. “While most people are intentional about the skincare they use, hair care was often overlooked as part of the equation.”
This prompted Dr. Rubin to create a range of products that are safe for the skin, or better known as skin-safe hair care as the company has coined it.
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So what exactly is skin-safe hair care? “It means our patented products are clinically proven to be non-comedogenic, non-irritating, and formulated without many common irritants and allergens, silicones, and harsh ingredients like sulfates,” stated Dr. Rubin. “Seen’s science-backed approach takes your skin into account just as much as your hair—because your hair products touch more than just your hair. From your scalp to your face, chest, and back, the products you use in the shower and for hairstyling can have a big impact on your skin health.”
Believing that hair care is skin care, means the brand’s products go through clinical validations and has even been awarded various seals of recognition.
“Our fragrance-free formulas have earned the National Eczema Association’s Seal of Acceptance and SkinSAFE’s Trusted Choice seals, signaling they are safe for sensitive, eczema-prone, and allergy-prone skin. Most recently, our Fragrance Free Shampoo and Conditioner also received the prestigious National Psoriasis Foundation’s Seal of Recognition,” shared Dr. Rubin.
“By bringing a dermatological lens to hair care, we’re changing the way consumers think about their routines—helping them understand that great hair shouldn't come at the cost of healthy skin,” noted Dr. Rubin.
Through this understanding and growing consumer base, Seen knew its next step was to enter brick-and-mortar locations. Enter Ulta Beauty. The partnership began back in 2022 all through the magic of Instagram.
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“Seen’s partnership with Ulta Beauty began in a uniquely modern way—through an Instagram DM. Ulta recognized Seen as a leader in the skinification of haircare and invited us to join their Sparked program in 2022,” Dr. Rubin said. “Through Ulta Beauty, we’re able to reach a broader audience and help more people feel confident in their hair and skin. We’re honored to be the only dermatologist-developed brand at Ulta dedicated to non-comedogenic, skin-safe hair care.”
The entire Seen portfolio, except for a few skin care specific items, is available to shop at Ulta Beauty, including the Fragrance Free Shampoo, Conditioner, and Magic Serum.
