Oak Essentials, a clean luxury beauty brand based in California, has announced its expansion into Ulta Beauty stores across the United States. This move is a part of the brand’s retail growth strategy following a successful online presence at Ulta.com. The brand will be featured through Ulta’s emerging brand platform, Sparked, with custom displays in more than 250 locations, starting February 2, 2025.
Lauren Harris, CEO of Oak Essentials, stated that the partnership with Ulta Beauty is significant for the brand’s in-store retail growth. She noted that Ulta’s team understands the brand’s identity as an extension of the Jenni Kayne lifestyle. The collaboration aims to showcase all product categories, including skin, body, fragrance, and bath, within Ulta stores.
Lisa Tamburello, Vice President of Merchandising at Ulta Beauty, expressed that the decision to include Oak Essentials in select stores follows positive feedback from customers on Ulta.com. She emphasized the brand’s focus on consciously-made luxury self-care products, which resonate with customers seeking effective and indulgent beauty solutions.
Over the past three years, Oak Essentials has positioned itself as a premium beauty brand, achieving notable growth in the skincare and body care sectors. The brand aims to simplify self-care, appealing to Ulta’s customer base that values both efficacy and a pleasing aesthetic experience.
Ulta Beauty will carry the full range of Oak Essentials products, including popular items such as the Moisture Rich Balm, Ritual Oil, and Dew Body Oil. The Moisture Rich Balm has shown significant revenue growth, increasing from $400,000 in 2021 to $2.3 million in 2023, and has received over 886 five-star reviews, establishing it as a key product in the lineup. Each item from Oak Essentials is designed to promote moisture-rich essentials that encourage intentional daily rituals for maintaining healthy skin.