Dive Brief:
- The Honey Pot has launched at Ulta Beauty, marking the brand’s first wholesale partnership with a beauty retailer.
- The vaginal care brand will be featured in the beauty retailer’s Wellness Shop. Products are now available on Ulta’s website and are slated to be in 68 of its stores beginning in late December, according to details emailed to Retail Dive.
- The website has 12 SKUs including foaming washes, tampons, pads and body cleansers, which were first introduced by The Honey Pot this year as part of its product expansion into body care, per the company.
Dive Insight:
The Honey Pot’s expansion into Ulta adds to the brand’s growing list of wholesale partners. The brand sells products via its website, as well as in more than 33,000 retail doors nationwide, including at Target, Walmart, CVS, Walgreens and Kroger.
“Our main focus is to destigmatize period care by challenging traditional definitions of body care and offering our best-selling products in a major beauty retailer is a huge step in that direction,” Bea Dixon, CEO and co-founder of The Honey Pot, said in an email. “We, of course, are always open to working with our partners to satisfy the needs of both our target audiences and are eager for the opportunity to grow alongside Ulta as more Wellness Shops open.”
The partnership also comes after The Honey Pot in January announced it would be acquired by Compass Diversified for $380 million.
The Honey Pot also supports Ulta’s efforts to expand its wellness offerings. Just last year Ulta expanded its in-store wellness spaces to more than 1,330 locations nationally.
“We have observed a growing trend where wellness is becoming more central to our guests’ lives, even surpassing beauty for many,” Lisa Tamburello, vice president of merchandising at Ulta Beauty, said in an email. “For nearly half of our beauty enthusiasts, they now associate wellness as being closely intertwined with beauty, viewing it as a key component of their overall well-being. At Ulta Beauty, 72% of our guests prioritize wellness, with 79% believing it encompasses physical, mental, and emotional health. As we embrace this shift, we’re continually expanding our wellness offerings to meet their evolving needs.”
Ulta last week announced that it will open 200 net new stores over the next three years. In addition to accelerated store openings, the beauty retailer also announced long-term targets for 2026 and beyond, including having net sales growth between 4% and 6% and operating profit growth in the mid-single digits.
