Dupe Fragrance Brand Oakcha Hits Ulta Shelves in August, Eyes 700-Store Expansion by October

Quick Facts

Oakcha launches eight scents in more than 100 Ulta stores on Aug. 2 and nine scents on Ulta.com, with expansion to 700 stores planned for October.
The brand’s e-commerce business generated an estimated $35 million in sales over the most recent six months, with more than 794,000 units sold.
Oakcha projects its Ulta partnership will grow the business by 20% in the first year.

Affordable fragrance brand Oakcha is entering Ulta Beauty stores on Aug. 2, bringing eight scents to more than 100 physical locations and nine to Ulta.com. The New York-based brand, founded in 2022, plans to scale that presence to 700 Ulta stores by October.

The launch marks Oakcha’s first major national brick-and-mortar retail partnership. The brand built its following online by selling dupes of high-end fragrances from Chanel, Tom Ford, Creed, and Le Labo at prices between $35 and $60 for 50ml bottles.

The Ulta selection includes Sweven, a $50.95 scent inspired by Baccarat Rouge 540, which retails for $335. Other offerings include Mind’s Mirror, inspired by Louis Vuitton Imagination, and Madame Rose, inspired by Parfums de Marly Delina. The curated assortment avoids dupes of brands already stocked at Ulta, such as YSL and Valentino, to prevent direct shelf competition with originals.

All Oakcha perfumes are classified as Extrait de Parfums with a 30% fragrance oil concentration. The brand sources its oils from France and carries more than 70 scents across its catalog.

Aziz Ghani, a partner at Oakcha, said the retail move is about giving customers a physical experience with the product. “We are in Ulta because we want the customer to have a firsthand experience and experience the perfume before buying it,” he said.

The timing reflects a shift in Oakcha’s channel strategy. TikTok Shop, which drove much of its early growth, has plateaued. According to data from Charm.io, Oakcha’s TikTok Shop sales grew more than 125% year over year to $6.2 million in the first half of 2025. But Ghani said the platform is no longer delivering that growth. “TikTok Shop is not growing for us at the moment. Because there’s more competition. Costs are going up. There’s less money in marketing. We’re in a different time,” he said.

Despite the TikTok slowdown, the brand’s broader business has scaled fast. Its e-commerce operations generated an estimated $35 million in sales over the most recent six-month period, with April 2025 alone producing $4.1 million in revenue. Google and social media searches for Oakcha grew 268.9% year over year as of January 2026, according to Spate.

The Ulta deal arrives as the retailer leans hard into fragrance. In Q1 2026, Ulta reported revenue of $3.16 billion, up 11.1% year over year, with fragrance as the strongest-performing category, posting high-teen comparable sales growth. Fragrance grew from 11% to 12% of total Ulta revenue in the quarter, fueled by luxury brand additions including YSL, Carolina Herrera, and Valentino.

Ulta CEO Kecia Steelman called Q1 a strong start to fiscal 2026, citing broad-based growth across channels and categories. The company raised its full-year EPS guidance to $28.36 to $28.80 and projected 6% to 7% net sales growth.

Lisa Payne, head of beauty at trend forecaster Stylus, said the broader pattern reflects retailer strategy. “Places like Target having these brands, it’s ultimately about those retailers wanting to take a slice out of the dupe domination. And we are in a dupe domination,” she said.

Oakcha is also expanding beyond dupes. The brand recently launched a six-fragrance Gourmand Collection of original scents, signaling a push to build its own identity alongside its dupe-first positioning.