Overview
- Bath & Body Works and Ulta announced June 23 a U.S.-only partnership that will place a curated selection of home fragrance and body-care items in more than 600 Ulta stores and on Ulta.com beginning July 12.
- The assortment includes fine fragrance mist, body cream, hand soap, three-wick candles and Wallflowers plus Ulta exclusives such as the revived Juniper Breeze, a Mini Fine Fragrance Mist Set, and a White Barn Neutrals candle collection.
- Bath & Body Works says the 600-plus doors were chosen with Ulta using sales and customer data to prioritize high-performing stores and that the program will be closely monitored as a learn-and-scale pilot.
- The move is part of Bath & Body Works’ Consumer First Formula and follows an earlier 2026 marketplace test on Amazon that the company says delivered incremental demand and a younger, more affluent customer base.
- For shoppers the partnership brings Bath & Body Works into beauty-discovery environments so customers can buy signature scents without visiting malls, and the rollout could prompt wider third-party distribution if the pilot proves productive.