Bath & Body Works expanding reach — to enter Ulta Beauty
Bath & Body Works is continuing its strategy to broaden its reach by entering new distribution channels.
The body care and home fragrance retailer said it will bring a curated selection of its “most-loved” products to more than 600 Ulta Beauty stores nationwide and Ulta.com. The assortment, which will include fragrance mist, body cream, hand soap, three-wick candles and more, will be available starting July 12. A portion of the collection will be exclusive to Ulta, including the return of Juniper Breeze, described as one of the brand’s "most treasured" classic fragrances.
The Bath & Body Works and Ulta partnership reflects Bath & Body Works’ “Consumer First Formula” marketplace strategy to expand beyond its owned stores and digital channels to meet consumers “in the places they already discover, browse and buy beauty, fragrance and self-care products,” the company said.
On Bath & Body Works’ earnings call in May, CEO Daniel Heaf said the company was in in the early stages of transforming “from a specialty retailer to a category-leading global brand.”
Earlier this year, Bath & Body Works launched a curated storefront on Amazon. And in summer 2025, the company began selling its products in more than 600 college campus stores, marking the first time it has ever distributed products at this scale outside its own stores.
“We’re continuing to expand our reach by bringing the best of Bath & Body Works to fragrance fans at Ulta Beauty,” said Maly Bernstein, chief commercial officer, Bath & Body Works. “This strategic partnership introduces our brand to new, highly engaged consumers who love to discover and explore, with a curated selection of thoughtfully crafted scents that showcase our fragrance leadership and expertise.”
In a statement, Ulta Beauty chief merchandising and digital officer Lauren Brindley said the company sees a "meaningful whitespace opportunity to better serve guests across high-quality home fragrance, hand soaps, lotions and body care, categories that beautifully complement our assortment and meet guests across all ages, stages and price points."
"This launch expands our assortment into incremental categories our guests are excited to discover and reinforces Ulta Beauty as a destination for accessible, elevated beauty and self-care experiences," she said.
Bath & Body Works has more than 1,900 stores in the U.S. and Canada, and 500-plus international locations.
