Bath & Body Works to Hit 600+ Ulta Beauty Stores Starting July 12

Quick Facts

Bath & Body Works products will be available at more than 600 Ulta Beauty stores and on Ulta.com starting July 12, 2026.
The company has baked roughly $50 million in incremental 2026 revenue from expanded distribution, including Amazon and Ulta.
The launch includes Ulta-exclusive products: a Mini Fine Fragrance Mist Set, White Barn Neutrals candle collection, and the return of Juniper Breeze.

Bath & Body Works announced a partnership with Ulta Beauty on June 23, bringing a curated assortment of its body care and home fragrance products to more than 600 Ulta stores nationwide and Ulta.com. Products go on sale July 12.

The assortment includes fine fragrance mists, body creams, hand soaps, 3-wick candles, and Wallflowers. Three items will be exclusive to Ulta: a Mini Fine Fragrance Mist Set, a White Barn Neutrals candle collection, and a revival of Juniper Breeze, a nostalgic scent from the brand’s past.

The 600-plus store locations were jointly selected by both companies, with priority given to Ulta’s highest-performing doors. Bath & Body Works Chief Commercial Officer Maly Bernstein called it a “highly curated, data-led approach” to maximize launch productivity.

“We’re continuing to expand our reach by bringing the best of Bath & Body Works to fragrance fans at Ulta Beauty,” Bernstein said. “This strategic partnership introduces our brand to new, highly engaged consumers who love to discover and explore.”

The Ulta deal is the latest step in Bath & Body Works’ push to distribute outside its own stores. In February, the brand launched on Amazon with a 50-SKU lineup. In summer 2025, it began selling in more than 600 college campus stores. CEO Daniel Heaf said on the company’s Q1 2026 earnings call that Bath & Body Works is transforming “from a specialty retailer to a category-leading global brand.”

Heaf said the Ulta rollout is built around discovery, particularly for home fragrance, a category where Ulta has not been a primary destination. “It gives the consumers a chance to see the brand, smell the fragrances and interact with the assortment,” he said. He confirmed there is no set end date for the partnership.

The company has embedded roughly $50 million of incremental 2026 revenue, about half a point of growth, from its expanded distribution strategy targeting new and lapsed customers. Bath & Body Works still projects full-year net sales to decline between 2.5% and 4.5% compared to 2025’s $7.29 billion.

Bernstein said early Amazon data showed consumer behavior by channel is incremental rather than overlapping. The Amazon channel is drawing a younger, more affluent buyer. She said the company expects the Ulta partnership to reach a similarly distinct consumer. “It gives us a chance to go after a new consumer and a highly engaged beauty and fragrance enthusiast,” she said.

For Ulta, the deal supports its “Ulta Beauty Unleashed” plan, which leans on brand partnerships to drive category growth. Lauren Brindley, Ulta’s Chief Merchandising and Digital Officer, cited “meaningful whitespace” in home fragrance, hand soaps, and body care. “This launch expands our assortment into incremental categories our guests are excited to discover,” Brindley said.

Bath & Body Works currently operates more than 1,900 stores in the United States and Canada, with about 60% of its locations now off-mall. Ulta Beauty runs more than 1,500 domestic stores. Wells Fargo raised its Bath & Body Works price target to $26 from $25 following the announcement.

Bernstein said the company plans to pause after these two major distribution moves before pursuing additional partnerships. “We want to make sure that we pause, we get these right, we learn and we continue to listen to the customer,” she said.