Ulta Picks Up Weleda

Naturals marketer Weleda is now sold at all Ulta stores nationwide. The brand will be merchandised within the store’s new “natural set” and will initially launch with six products—including noted bestsellers Skin Food, Rosemary Hair Oil and Birch Cellulite Oil. To help support this new retail partnership, Ulta will feature Weleda in multiple in-store promotions throughout the year, including buy-one-get-one-free opportunities and special discounts.

Currently available at Whole Foods, Target, select CVS stores and independent health food stores throughout North America, Weleda expects its availability at Ulta to expand the brand’s growth. In 2009, Weleda sales in Whole Foods increased by more than 20%, according to the company.

“Ulta is a premier beauty retailer and an excellent fit for Weleda—a brand that has been cultivating beauty since 1921,” says Jasper van Brakel, chief executive officer of Weleda North America. “Our presence in all 330 of their stores will help strengthen their natural set and provide their consumers with an entirely natural line of products made with Biodynamic and organic ingredients. It will also make our brand more accessible to new consumers—especially to the growing number of people who are seeking products made with only the purest and healthiest ingredients found in nature.”