Natural haircare brand The Potion Studio, known for its luxe, minimalist and climate-adaptive essentials for textured hair, has officially entered Ulta Beauty. Its assortment of category-leading core portfolio, along with its new Control Potion Styling Gel, are now available to shop in 450+ Ulta Beauty stores and ulta.com.
As the first Black- and Middle Eastern-owned brand to launch at Ulta Beauty, The Potion Studio brings inclusive, climate-adaptive formulas designed for textured hair to simplify and elevate styling for today’s mixed heritage consumers. The Potion Studio is rooted in founder and CEO Aziza El Wanni’s multicultural background. Raised in Suriname by a Caribbean mother and Palestinian father, her personal hair journey inspired her to create multifunctional products for curls, coils, and waves. Unable to find products that met her needs, she built The Potion Studio around premium ingredients, elevated design, and formulas that deliver results powered by natural ingredients that deeply hydrate, strengthen, and support healthy hair.
“Entering Ulta Beauty as its first Arab and Black-owned brand is something I’m incredibly proud of,” says El Wanni. She adds, “I know how it feels to not fit into one cultural box, and I built The Potion Studio to create products that truly work for people with complex, textured hair needs in any climate.”
This new retail partnership expands The Potion Studio’s distribution while broadening Ulta Beauty’s prestige hair care offerings. “At Ulta Beauty, we’re committed to ensuring every guest sees themselves reflected in our assortment, and that means continuing to expand our textured hair offering with brands that bring authenticity, innovation and meaningful solutions to the category,” said Shianna Davey, Vice President of Merchandising, Ulta Beauty. “The Potion Studio is a standout addition because it celebrates the individuality and versatility of textured hair while delivering thoughtfully developed products designed to meet the unique needs of curls, coils and waves. As we continue to grow our textured hair assortment, we’re proud to partner with brands that broaden choice, inspire discovery and help every guest build a routine that feels personal to them.”
The brand’s new Control Potion Styling Gel, is exclusive to Ulta Beauty, and reinforces The Potion Studio’s “less is more” philosophy with a versatile, multi-use formula that replaces the need for multiple styling gels. Mini Styling Kit ($30.00) Another “Ulta-only” offering is The Potion Studio’s TSA-friendly 3-piece styling travel set featuring Rose Bomb Leave-In Conditioning Spray, Monoi Mango Moisturizer, and Control Potion Styling Gel — making good on the brand’s ethos of products that fit into a consumer’s life, no matter where they’re headed.
What to Know About the Control Potion Styling Gel
- Infused with olive oil, aloe vera, glycerin, and hydrolyzed wheat protein
- Designed to perform in humid and dry climates
- Delivers strong, flexible hold, hydration, and long-lasting control
- No crunch, flakes, stiffness, or sticky residue
- Lightweight, buildable formula layers easily for customized hold without weighing hair down
- For all hair textures & styles, ideal for sleek ponytails, sculpted looks, edge styling, curl definition, and everyday longevity
Celebrity hairstylist and texture specialist, Sophie Rose, tells The Tease, “The Potion Studio’s new control styling gel kept my client’s hair beautifully defined and bouncy while helping protect against frizz and humidity under the heat of the lights on set. What impressed me most was how well it performed into day two — I was able to restyle my talent’s down-look hairstyle, and it was still soft, voluminous, shiny, and frizz-free. I love a product that delivers lasting definition and hold without ever sacrificing softness, movement, or touchability.”
For more on The Potion Studio, be sure to follow the brand on social media. Shop the new Control Potion Styling Gel (3oz, $12.00; 8oz, $28.00) at Ulta in-store and online.
