THE WHAT? Bath & Body Works has entered a strategic partnership with Ulta Beauty that will see a curated assortment of its body care and home fragrance products launched in more than 600 Ulta Beauty stores across the US and on Ulta.com.

THE DETAILS Beginning 12 July 2026, Ulta Beauty customers will be able to purchase a selection of Bath & Body Works products spanning body care, fine fragrance, hand soaps and home fragrance. The assortment includes signature fragrances, White Barn 3-wick candles and Wallflowers, alongside exclusive products such as the return of the Juniper Breeze fragrance and a discovery-focused mini fragrance mist set. Bath & Body Works said the partnership forms part of its broader marketplace expansion strategy, building on previous efforts to extend distribution beyond its owned retail and e-commerce channels. The company cited encouraging results from earlier marketplace initiatives and said the Ulta launch will feature curated merchandising and discovery-led in-store experiences.

THE WHY? The partnership supports Bath & Body Works’ ambition to evolve from a specialty retailer into a category-leading global brand by increasing consumer access and reaching new audiences through established beauty retail channels. For Ulta Beauty, the addition expands its presence in adjacent categories such as home fragrance, hand care and body care, while strengthening its position as a beauty and self-care destination.

Source: Bath & Body Works

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