Saltair, the award-winning bodycare brand founded by model and entrepreneur Iskra Lawrence, announced its nationwide expansion into all 1,400+ Ulta Beauty stores starting February 23, 2025. The expansion capitalizes on Ulta’s 43% year-over-year growth in prestige fragrance sales and the broader body care category’s 853% TikTok engagement surge. Body care outperforms facial skincare in prestige markets, with segments like body creams and cleansers driving growth.
For Saltair, this retail partnership follows the brand’s 2022 debut. It leverages Ulta’s 90 million annual shoppers to scale accessibility—a strategic play in a market where 43% of European beauty sales now occur online, with U.S. trends mirroring this digital shift.
"Saltair was built on the belief that every body is welcome here—luxurious, sensorial self-care should be for everyone, every day," said Iskra Lawrence, Founder of Saltair. "As a busy mom of two, I know how much those little moments of care matter, and I'm so proud that Saltair is making them more accessible. Having our products launch at Ulta Beauty is a huge milestone and I'm excited for all those who've been asking for certain products to finally be able to experience them in store!"
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Priced between $12 and $26, Saltair’s 10-scent portfolio (including fragrance-free options) caters to the 68% of consumers prioritizing "clean" beauty products and the 55% willing to pay premium prices for sustainable alternatives.
"Ulta Beauty’s decision to feature Saltair’s full product range—including body washes, lotions, treatments, and the exclusive Ulta-launched body oils—aligns with its Conscious Beauty initiative," said retail expert, Jeanel Alvarado. "Which certifies brands meeting rigorous clean ingredient standards."
With 65% of consumers prioritizing environmental values, Saltair’s Conscious Beauty certification addresses the 59% influenced by "natural and organic" claims.
"The strategy also mirrors Rare Beauty’s anticipated Ulta entry, capitalizing on the retailer’s superior loyalty programs compared to department stores," said retail expert, Jeanel Alvarado.
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"We are thrilled to welcome Iskra and Saltair to the Ulta Beauty family," said Lisa Tamburello, Vice President of Merchandising, Ulta Beauty. "This like-minded partnership is one we know our guests will be excited to discover on our shelves, especially as we continue to expand on our body care assortment with accessible, inclusive and Conscious Beauty certified options that meet the self-care and wellness needs of our guests of all ages. From the irresistible scents, efficacious skin-first ingredients, elevated and beautiful packaging, and how the brand authentically celebrates self-love, confidence and empowerment, Saltair will be the perfect addition to our beauty enthusiast's body care routine. We look forward to welcoming new and existing guests to our stores to shop the brand's bestsellers, the exclusive body oils and new launches to come."
With the global natural cosmetics market hitting $59 billion by 2031 and body care innovating through Far Eastern influences like Ayurveda, Saltair’s expansion arrives at an inflection point. As Lawrence notes, "Those little moments of care matter"—a philosophy now accessible to millions through Ulta’s shelves and ulta.com, where seamless omnichannel experiences drive 43% of sales.
Saltair's full range of body washes, lotions, treatments, lip oils and deodorants, along with the body oils, will be available at all 1,400+ Ulta Beauty stores nationwide, as well as online at ulta.com beginning February 23, 2025.
