The California-based clean luxury beauty brand has announced its expansion into Ulta Beauty stores nationwide, marking a significant milestone in the brand’s retail growth strategy. The move follows its successful online presence at Ulta.com.
Oak Essential will debut through the retailer’s emerging brand platform, Sparked, across custom displays in over 250 Ulta Beauty locations, starting February 2nd, 2025.
“Ulta Beauty’s unique position as a destination that seamlessly blends prestige and mainstream beauty, combined with their nationwide presence, and deeply engaged community, makes them the perfect partner for Oak Essentials,” commented Lauren Harris, CEO of Oak Essentials.
Ulta Beauty will feature Oak Essentials’ complete collection of skincare, body care, bath, and fragrance product. The partnership will also bring new Oak Essentials product launches exclusively to Ulta Beauty shoppers first—all throughout the year.
To celebrate the launch, Oak Essentials will host pop-up experiences and events at select Ulta Beauty locations throughout 2025, where customers can experience the brand’s signature treatments and learn about their intentional approach to skincare.
Inside Ulta Beauty stores, Oak Essentials will take over aisle endcaps, displaying a design inspired by nature. The shopping experience was designed to be both grounding and immersive, emphasizing natural and sustainable design elements throughout. Products will be thoughtfully displayed on cork risers, while the shelves will feature light woodgrain veneers that reflect the brand’s connection to nature.
“Retail environments are often busy and overstimulating, so we wanted to impart a moment of spa-like calmness. It was important to our team to incorporate natural and sustainable materials with real wood veneer shelf covers and natural cork product risers,” explained Oak Essentials VP of Brand & Art Direction, Johanna Ketterle.
Oak Essentials was founded in 2021 by tastemaker Jenni Kayne, renowned for her eponymous lifestyle brand. The brand aims to create skin and body care essentials that bring spa-like self-care rituals to the comfort of the home.
“In just three years, Oak Essentials has quickly established itself as a premium beauty brand with remarkable growth,” claimed the brand in a media statement. “In 2024, Oak Essentials achieved 30% sales growth and strategic expansion into the bath category through its innovative launch, Cloud Foaming Bath Oil.”
The expansion comes at a time of significant growth forOak Essentials, which recently received fresh funding from Silas Capital and Unilever Ventures with the aim to accelerate product development, enhance marketing initiatives, and expand distribution channels.
