January 18, 2021

Rituals Enters Ulta Beauty

Rituals is bringing its philosophy of slowing down to the Ulta Beauty consumer.
After expanding its U.S. footprint with 10 freestanding stores in New York, Rituals is embarking on its first nationwide wholesale partnership with Ulta Beauty.
“We believe that everywhere people get connected to our brand they need to have the same experience,” said Marjolein Westerbeek, president of Rituals USA. “Looking at how [Ulta Beauty] works with their customer and creates an experience in every store with innovative approaches, we felt they were that consistent partner for us.”
Part of Ulta Beauty’s new pod dedicated to premium bath and body products, the brand will offer three of its “Rituals” or collections: The Ritual of Sakura, The Ritual of Ayurveda and The Ritual of Hammam. Altogether, the 27 stockkeeping units will retail for $15 to $33.
“Bath and body is a category that can sometimes be a struggle, but I believe we can make a difference at [Ulta Beauty] by bringing our philosophy to their assortment,” Westerbeek continued.
Rituals already has wholesale relationships with Barneys New York and Cos Bar, but the Ulta Beauty partnership allows the brand to have more exposure nationwide. The brand will be carried at roughly 150 Ulta Beauty doors, 80

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