Key Takeaways:

• Bath & Body Works is entering 600-plus Ulta Beauty stores.
• The brand expands beyond direct-to-consumer retail channels.
• Ulta Beauty is adding home fragrance to its beauty assortment.

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...