Wildfleur Launches Exclusively at Ulta Beauty

Wildfleur, a new clinical skincare brand from Product Developer & Brand Founder Tanushri Shah, is officially joining SPARKED at Ulta Beauty.

SPARKED at Ulta Beauty launched in 2019 as a platform for Ulta to highlight emerging brands—both in-store and online—that are new to major brick-and-mortar stores.

“If you told 19- or 20-year-old Tanushri that this is what she’d be doing, she would probably tell you that you’d lost your mind because Ulta was her heaven,” Shah told BeautyNewsDaily. “It feels like I’ve come a full 360… to be launching my brand there just feels surreal.”

Wildfleur was born from Shah’s determination to reformulate a vitamin C serum at a more accessible price while still maintaining high efficacy. However, her first instinct wasn’t to look to nature for answers. “When I was leading the formula development at my previous role, I felt like I had developed a bias against flowers as ‘natural’ ingredients that are less effective while always looking for innovation in buzzwordy technologies that sounded sexy or ‘science-y’,” she explained. “I guess, like anyone who prefers clinical formulations and is knowledgeable about actives, I had divided formulations into clinical and natural.”

Despite this, Shah soon discovered—through the power of marigolds—that flower-based actives could deliver effective skincare results without compromising product stability. Motivated by this insight, she began her journey to create affordable clinical skincare without skimping on efficiency.

With Wildfleur, Shah harnesses the organic potency of flowers, such as sunflower, babchi, and marigold, to develop stabilised, high-performing products with clinically proven results—all at an affordable price point.

A core mission of Wildfleur is to inspire consumers to embrace the transformative and best-in-class benefits of these floral-based formulations. “At Wildfleur, we’re not just taking actives seriously—we’re taking flowers seriously,” said Shah. “They’ve been evolving for centuries to develop incredible bioactives that are clinically efficacious, and it’s time we stopped treating them as too colourful to be clinical.”

Wildfleur is launching with 7 innovative products, focused on targeting specific skin concerns including hydration, brightening, clarifying, and renewal. These new products include the Brightening Serum with 15% pure vitamin C and xanthophylls from marigold; the Hydrating Serum with 5.1% P-hyaluronic acid and vitamin E from sunflower; the Hydrating Moisturizer with 2% HydrO18 triple lipid and linoleic acid, also from sunflower; the Renewing Serum and Renewing Moisturizer, both featuring a combination of retinol and bakuchiol from babchi; and the Clarifying Toner and Clarifying Cleanser with salicylic acid and flavonoids from willowherb.

All products are optimised for biocompatibility, formulated without fragrance allergens, and suitable for all skin types.

Priced between $18–$26, Wildfleur is available exclusively online at ulta.com and in Ulta stores. A UK launch has yet to be announced.