Ulike has spent over a decade building a reputation as a leader in at-home IPL hair removal technology. With more than eight million devices sold across 49 countries and a top rank on Amazon in its category, the brand has established commercial credibility that most beauty-tech companies spend years chasing. Now it is making a calculated move to expand what that credibility stands for.
On April 25, Ulike hosted Glow State of Mind simultaneously in Santa Monica and New York, two intimate wellness experiences designed not to sell products, but to reposition the brand within a broader lifestyle conversation. It is the first activation in what the company describes as an ongoing series, and the choice of format, venue, and messaging tells a clear story about where Ulike intends to go next.
In Santa Monica, the brand partnered with The Class, the premium movement studio on Main Street that has built a loyal following among wellness-forward consumers on the Westside. The afternoon brought together wellness influencers, yoga practitioners, and self-care professionals for a three-part experience: a yoga session led by instructor Jaycee Gossett, a restorative cool-down phase, and a hands-on product lounge featuring Ulike’s Air 10 IPL device and ReGlow LED facial mask. In New York, the brand partnered with SENSE+ Skincare and Wellness for a parallel event combining guided meditation, sound healing, and private product consultations.
The deliberate choice to work with premium wellness spaces rather than traditional retail or beauty environments reflects a strategy that is becoming more common among beauty-tech brands looking to compete on identity as much as functionality. By placing its products inside a yoga studio and a luxury spa, Ulike is making an argument about the kind of brand it wants to be understood as, one that belongs alongside the rituals women already value, not just on a bathroom shelf.
What makes the Glow State of Mind format worth watching is its restraint. The product was present but not foregrounded. The experience was designed first, the brand second. That balance is harder to execute than it sounds, and for a company that has built its business primarily through e-commerce and digital channels, investing in physical, community-driven activations represents a meaningful shift in how it is allocating attention and resources.
The timing is notable, too. Consumer interest in beauty and wellness has grown steadily, with women increasingly seeking products and brands that speak to how they feel, not just how they look. For a brand whose core product addresses a deeply personal aspect of self-care, the move into experiential wellness programming is a logical extension rather than a departure.
Whether the series gains traction will depend on how consistently Ulike can deliver that experience across cities and partner spaces. But as opening moves go, a simultaneous two-coast launch anchored by credible wellness venues is a clear signal that the brand is serious about the direction it is headed in.
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