Bath & Body Works Sends Pink Suede Back Into the World, and Only Ulta Gets to Sell It
The fragrance returns for the first time since 2023, exclusively at Ulta, as Bath & Body Works keeps leaning on a retail partnership it insists isn't competing with its own stores.
Bath & Body Works is expanding its holiday assortment to every Ulta Beauty store nationwide through December 26, the retailer's biggest seasonal push yet with the beauty chain. The headline act is the return of Pink Suede, exclusive to Ulta stores and Ulta.com, which hasn't been sold in stores since 2023; the limited-time assortment includes a fragrance mist, body cream, body wash, hand soap, and a three-wick candle.
An Ulta-exclusive mini fragrance mist set rounds out the drop with five scents: Japanese Cherry Blossom, In the Stars, Warm Vanilla Sugar, Butterfly, and Champagne Toast. Shoppers can also find staples like Fresh Balsam, Vanilla Bean Noel, and Winter Candy Apple in body care and home fragrance formats.
The expansion builds on a partnership that started in June, when Bath & Body Works launched a curated selection at 600 Ulta stores as part of its "Consumer First Formula" strategy, aimed at making the brand easier for new customers to discover. A company spokesperson said this summer the Ulta approach "complements our strong store footprint" rather than cannibalizing it, echoing the same rationale behind the brand's earlier curated launch on Amazon. Bath & Body Works is simultaneously rolling out an enhanced in-store navigation experience across its own U.S. and Canadian locations.
Source: Retail Dive
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
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