Bath & Body Works partners with Ulta Beauty to expand retail and reintroduce popular scent

Bath & Body Works is expanding its retail presence through a strategic partnership with Ulta Beauty, with products available in over 600 Ulta stores starting July 12. The move aims to meet consumers where they shop by integrating into Ulta’s extensive network, reinforcing the brand's shift toward broader accessibility. The expansion follows positive early results from marketplace strategies, including sales on Amazon, and intends to attract new audiences while maintaining store and digital investments.

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