For decades, Bath & Body Works built one of retail’s most recognizable fragrance businesses from behind its own storefronts. Now, the brand is stepping beyond its four walls.
Bath & Body Works is now partnering with Ulta Beauty as part of a broader strategy to evolve from a specialty retailer into a global consumer brand. Beginning July 12, a curated selection of Bath & Body Works bodycare and home fragrance products will be available in more than 600 Ulta Beauty stores across the US and on Ulta.com. The assortment includes fine fragrance mists, body creams, hand soaps, Wallflowers fragrance plugs, and the brand’s three-wick candles, as well as exclusive launches that include the return of Juniper Breeze and a discovery-focused Mini Fine Fragrance Mist Set.
The partnership marks a significant shift for Bath & Body Works, which has historically relied on its extensive owned retail network to drive growth. The company currently operates more than 1,900 stores across the US and Canada, and more than 500 international locations. The expansion comes as Bath & Body Works reported first-quarter net sales of $1.378 billion, down 3% year over year from $1.424 billion. While still on track to meet full-year guidance for 2026, net sales are expected to decline between 2.5% and 4.5% from fiscal 2025, underscoring the brand's need to focus on expanding distribution and driving long-term growth.
"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," said Maly Bernstein, Chief Commercial Officer at Bath & Body Works, in a press release.
The move forms part of the company’s wider marketplace strategy, which seeks to expand distribution beyond its owned stores and direct-to-consumer (DTC) channels. Rather than relying solely on traffic generated through Bath & Body Works locations, the brand is increasingly looking to meet consumers in third-party retail environments where they already shop for beauty, fragrance, and self-care products.
For Ulta Beauty, the partnership expands its presence in adjacent categories, as home fragrance remains relatively underrepresented within prestige and specialty beauty retail. "We see a meaningful whitespace opportunity to better serve guests across high-quality home fragrance, hand soaps, lotions, and body care," said Lauren Brindley, Chief Merchandising and Digital Officer at Ulta Beauty, in the press release. "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 partnership also reflects the continued convergence of beauty, fragrance, wellness, and home. Categories once viewed as distinct are increasingly merchandised together as consumers seek more holistic self-care routines.
For Ulta Beauty, the partnership suggests the company is increasingly prioritizing brand reach and discovery. For Bath & Body Works, the launch may signal a larger strategic evolution. As the company seeks to reposition itself as a category-leading global brand, expanding distribution through high-traffic beauty retailers offers access to new customers while reducing reliance on its stand-alone store fleet.
