Herbivore, the plant‑powered beauty brand, announced a partnership with Ulta Beauty on December 15, 2025. The deal will see Herbivore launch a 15‑piece Body Collection exclusively at Ulta, with the assortment going live on Ulta.com on December 21, 2025 and in more than 850 Ulta stores nationwide beginning December 28, 2025.
Ulta’s Q3 2025 results underscore why the partnership is a strategic win. Net sales rose 8.8% to $8.5 billion, and comparable sales grew 5.2%, reflecting strong demand across core categories. Gross profit margin expanded to 39.6% from 39.1% the prior year, driven by lower inventory shrink and higher merchandise margin. Earnings per share of $5.14 beat the consensus of $4.64, a $0.50 or 11% lift that highlights effective cost control and pricing power. With these results, Ulta raised its full‑year revenue guidance to $12.3 billion, signaling confidence in continued growth and margin stability.
Herbivore’s co‑founder Alex Kummerow said the launch “feels like a return to that spirit” and that the brand’s plant‑powered formulas are now being showcased in a high‑margin, prestige setting that matches Ulta’s wellness focus. The partnership allows Herbivore to reach Ulta’s 46.3 million loyalty members, who generate 95% of the retailer’s revenue, and to tap into a customer base that values both efficacy and sustainability.
Ulta CEO Kecia Steelman emphasized that the partnership fits squarely into the company’s “Unleashed” strategy, which aims to deepen the prestige portfolio and enhance the in‑store experience. She noted that the “Ulta Beauty Unleashed” plan is focused on profitable growth, market‑share gains, and optimizing the business to deliver long‑term value. The Herbivore launch is positioned to drive foot traffic and online sales during the critical holiday season, a period that historically accounts for a large share of Ulta’s annual revenue.
The collaboration also reflects Ulta’s broader competitive positioning. The retailer has been expanding its wellness and prestige categories, recently acquiring Space NK and investing in AI‑driven personalization. By adding a high‑margin, plant‑powered body collection, Ulta strengthens its differentiated product mix, supports its loyalty program, and reinforces its commitment to sustainability—key drivers that resonate with consumers amid intense competition from Sephora, Amazon, and drugstores.
The partnership is expected to generate additional foot traffic and lift average ticket size, supporting Ulta’s goal of regaining market share and improving profitability in a highly competitive beauty retail landscape. For Herbivore, the deal provides access to Ulta’s extensive retail footprint and a loyal customer base, positioning the brand for accelerated growth during the holiday season and beyond.
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