Bath & Body Works Expands Into Ulta Beauty 

Bath & Body Works (BBW) announced a strategic partnership with Ulta Beauty, bringing a curated selection of its most-loved body care and home fragrance products to over 600 Ulta Beauty stores nationwide and online. 

The collaboration reflects BBW’s focus on building the foundation to reposition Bath & Body Works from a specialty retailer into a category-leading global brand. 

It also marks an important step in its Consumer First Formula, expanding access to the brand in one of the country’s leading beauty discovery destinations.

Beginning July 12, 2026, Ulta Beauty guests can explore a curated selection of Bath & Body Works products across home fragrance and body care. 

This assortment includes signature scents in fine fragrance mist, body cream, hand soap and more, along with a collection of the brand’s high-quality 3-wick candles and Wallflowers. 

Ulta will offer Mini Fine Fragrance Mist Sets in Japanese Cherry Blossom, In the Stars, Warm Vanilla Sugar, Butterfly, and Champagne Toast.

It also features the return of a nostalgic favorite, Juniper Breeze, available exclusively at Ulta Beauty.

Maly Bernstein, Bath & Body Works’ chief commercial officer, commented,

“We’re continuing to expand our reach by bringing the best of Bath & Body Works to fragrance fans at Ulta Beauty. 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.”

At the core, both brands are in the business of creating feel-good moments for all through accessible, fun, and engaging experiences that invite discovery and celebrate self-care. 

For Ulta Beauty guests, the launch creates a new way to introduce and experience Bath & Body Works, whether through trial-size fragrance discovery, iconic body care favorites, or elevated home fragrance from White Barn.

Lauren Brindley, chief merchandising and digital officer, Ulta Beauty, said,

“We see 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.”

The strategic partnership reflects Bath & Body Works’ broader marketplace strategy: expanding 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.

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