Bath & Body Works Teams Up with Ulta Beauty to Bring Fragrances to Over 600 Stores

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Bath & Body Works is expanding its retail footprint beyond its own stores by partnering with Ulta Beauty. The collaboration will place Bath & Body Works products in more than 600 Ulta locations nationwide starting July 12, part of the company’s “Consumer First Formula” strategy to grow the brand through third‑party partners.

“This partnership reflects an evolution in how we think about reach, meeting consumers wherever they choose to shop,” Bath & Body Works chief commercial officer Maly Bernstein told Fox News Digital.

“Ulta Beauty allows us to appear in a new, highly relevant environment where consumers are already exploring beauty and fragrance,” she added. “It’s a complementary approach that gives us another touchpoint to introduce the brand to new audiences while we continue to invest in our stores and digital channels.”

The move means shoppers can buy Bath & Body Works staples—fragrances, lotions, hand soap, candles and more—without making a dedicated trip to a mall.

Bath & Body Works products will be available for purchase in more than 600 Ulta Beauty stores starting July 12. (Getty Images)

The agreement also brings back “Juniper Breeze,” a legacy scent from the 1990s and 2000s, aimed at nostalgic consumers.

According to a company press release, early results from selective marketplace expansion have been “encouraging,” reinforcing demand for the brand in new shopping environments.

Bernstein noted that Bath & Body Works’ recent launch on Amazon has attracted a younger, more affluent customer base, providing incremental growth across channels.

“The 600‑plus doors were jointly selected with Ulta, prioritizing their highest‑performing locations. This curated, data‑driven entry is designed to maximize productivity at launch and position us for future scale,” she explained.

Bath & Body Works operates more than 1,900 stores in the United States and Canada and over 500 international locations. Ulta Beauty, founded in 1990, runs more than 1,500 domestic stores and is expanding internationally through subsidiaries and joint ventures in the U.K., Ireland, Mexico and the Middle East.

“Our goal is to position ourselves directly in the path of the consumer and make it easier for them to find and fall in love with us, wherever they shop,” Bernstein said. “This collaboration makes Bath & Body Works easier to discover and access in the places consumers are already shopping for beauty and self‑care.”

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