Bath & Body Works expands into Ulta stores

Bath & Body Works will sell its body care and home fragrance products in more than 600 Ulta Beauty locations starting next summer.

Products will also appear on Ulta’s website beginning July 12, 2026. The selection features signature fragrances in fine fragrance mist, body cream, and hand soap formats, alongside selected home fragrance products. Earlier efforts to grow through third-party retailers showed promising results, prompting this expansion.

Maly Bernstein, Bath & Body Works’ chief commercial officer, called the deal a way to reach new shoppers. “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,” she said. Bernstein tied the move to the company’s “Consumer First Formula” strategy, which supports its objective of expanding access to the brand through third-party retail channels.

Lauren Brindley, Ulta Beauty’s chief merchandising and digital officer, said the partnership expands their assortment into incremental categories their guests are excited to discover and reinforces Ulta’s role as a destination for accessible self-care experiences.

Financial terms of the agreement were not disclosed.

An industry observer, who spoke anonymously, pointed out that Ulta’s customer base trends younger than Bath & Body Works’ traditional demographic. This partnership allows the brand to test demand without major changes to its store fleet.

Physical stores still play a key role in product discovery, especially for fragrances. Scent testing remains important for impulse purchases. While online sales growth has slowed, brick-and-mortar locations continue adapting to these shifts.

Bath & Body Works runs about 1,800 stores in the U.S. and Canada. It has closed underperforming locations in recent years. Smaller-format stores are being tested in urban markets, including a 1,200-square-foot prototype in New York City.

No in-store promotions have been announced yet. Industry watchers expect sampling events or limited-time gift sets to generate early interest.

Execution will determine success. An analyst noted that signing a deal is simpler than ensuring products sell.