Marketing

Bath & Body Works finds a home at Ulta Beauty

Photo: Bath & Body Works

July 2, 2026

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Ulta Beauty shoppers will find a curated selection of Bath & Body Works items across home fragrance and body care at select Ulta Beauty store locations starting July 12.

The partnership will create Bath & Body Works product areas, a tailored assortment designed specifically for the Ulta Beauty consumer, in 600-plus stores nationwide, according to a press release.

The strategic partnership reflects Bath & Body Works' broader marketplace strategy: expanding beyond its owned stores and digital channels to meet consumers in the places they already discover, browse and buy beauty, fragrance and self-care products, according to the release.

"We're continuing to expand our reach by bringing the best of Bath & Body Works to fragrance fans at Ulta Beauty," Maly Bernstein, Bath & Body Works chief commercial officer, said in the release. "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."

"Ulta Beauty is built on the power of discovery, and we are thrilled to welcome Bath & Body Works to select stores and Ulta.com as we expand the ways guests experience fragrance, bath, body and self-care," Lauren Brindley, chief merchandising and digital officer, Ulta Beauty, said in the release.

Ulta Beauty has more than 1,500 stores across the U.S.