Bath & Body Works Expands Ulta Partnership to All Stores

· Retail & E-commerce · United States

Bath & Body Works is expanding its partnership with Ulta Beauty to all of the beauty retailer's stores for the holiday season, Retail Dive reports. The expanded rollout brings back Pink Suede as a limited-edition scent exclusive to Ulta, while customers can shop a curated selection of seasonal Bath & Body Works products at Ulta through Dec. 26. The move deepens a wholesale-style push for Bath & Body Works, giving it shelf space inside a specialty beauty network during the year's peak gifting window, and gives Ulta a broader seasonal assortment to drive holiday traffic. It reflects the ongoing blurring of lines between specialty beauty retail and mass fragrance and body-care brands.

Why it matters：It shows how specialty beauty retailers and mass body-care brands are increasingly sharing shelf space to capture holiday gifting demand, reshaping wholesale distribution in the category.

Key points

  • The partnership now covers all Ulta stores for the holidays.
  • Pink Suede returns as a limited-edition Ulta-exclusive scent.
  • Curated seasonal products are available at Ulta through Dec. 26.

Sources (original reporting)

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