Bath & Body Works Expands Into 600+ Ulta Stores With New Fragrance Launch
UA•Bath & Body Works’ Q1 net sales dipped 3.2% year-over-year as mall traffic weakened, sending shares down 25% over the past year. Starting July 12, its signature fragrances, body creams and three-wick candles will launch in over 600 Ulta Beauty stores and online, tapping younger shoppers.
1. Q1 Sales Decline
In its latest quarterly update, Bath & Body Works reported a 3.2% year-over-year drop in net sales as consumer spending on discretionary home fragrances and candles slowed. Share performance lagged broader discretionary peers, declining 25% over the past twelve months amid ongoing economic pressures.
2. Mall Traffic Pressure
Management highlighted persistent weakness in mall foot traffic, noting that shoppers are reining in purchases of premium premium candles, hand sanitizers and other nonessentials. This traffic decline has directly impacted in-store sales velocity across the company’s traditional brick-and-mortar footprint.
3. Ulta Beauty Retail Partnership
Beginning July 12, Bath & Body Works will roll out its signature fragrances, body creams and three-wick candles into more than 600 Ulta Beauty outlets and Ulta’s online marketplace. This move leverages Ulta’s existing beauty network to extend reach without incurring the overhead of new store openings.
4. Strategic Omnichannel Expansion
Combined with an earlier launch on Amazon in February 2026, the Ulta tie-in represents a shift from mall dependency toward an omnichannel model that targets younger, digitally engaged consumers. This expanded distribution is designed to grow market share and strengthen the company’s competitive moat.
