Lush is revamping its distribution strategy in North America, starting with a wholesale partnership.

The sweetness company, which was said to succeed in $1 billion in sales last yr, has inaugurated a wholesale partnership with Ulta Beauty, a primary of its kind for the brand. That also comes because it preps greater than 30 recent brick-and-mortar retail locations. 

“Within the U.S., we have now over 200 brick-and-mortar doors. We obviously need to expand, but we will’t possibly expand our reach much beyond that just by ourselves,” said Carrie Harambasic, Lush North America’s head of business development. “That’s where Ulta is available in. We spent the past yr excited about collaborations and expanding our reach and we knew we couldn’t do it alone.”

Bolstering the brand’s awareness has taken on a recent imperative in recent times, especially as Lush swore off Facebook, Instagram, TikTok and Snapchat in late 2021. “That two-year anniversary will probably be on Black Friday,” Hambasic said. “We’ve left meaning of communication, so we’re excited about how we will proceed to succeed in recent audiences without using those platforms.”

Ulta’s digital capabilities were a part of Lush’s rationale for teaming with the retailer. “Ulta had approached us about doing a web based partnership and we found that we couldn’t select a greater partner,” Hambasic continued. “Their amount of digital reach is implausible. That piece gets us into places that we’d never expect to point out up in.”

The assortment currently includes Ulta-exclusive discovery sets across bath, skincare and hair care. They vary in price from $18 to $46.

Ulta will even start carrying holiday gift sets from Lush, which have proven to be an enormous category for the brand. “We’re known for our Halloween collection especially within the U.S.,” Hambasic said. “We’ve got all of our brick-and-mortar openings in addition to exclusive holiday ranges, and we’ve got spa.”

The Ulta launch is coupled with the brand’s recent spa openings in Latest York and Vancouver. “We merged our global business a couple of years ago, and there are facets of that global business we just haven’t brought here [to the U.S.] yet,” Hambasic said. “A few of that’s additional levels of creativity, like spas and certain concept shops.”

The Latest York spa, for instance, includes facial and scalp treatments, in addition to a shower treatment.