&honey expands US distribution with Ulta Beauty
A new wave of moisture-focused hair care is making its way to American shelves, thanks to a dynamic partnership between a celebrated Japanese brand and a major beauty retailer.
The highly regarded hair care brand &honey has officially expanded its footprint in the United States through a major nationwide launch with Ulta Beauty. This collaboration brings six specialized products from the brand’s deeply moisturizing portfolio directly to consumers, positioning honey as a central ingredient in its celebrated, Japanese-inspired hair care philosophy.
This expansion significantly increases accessibility, making &honey’s specialized treatments available both online through Ulta Beauty and across approximately 600 physical stores nationwide. Each of the six featured products is priced at US$23, offering consumers access to premium, moisture-rich solutions.
The collection is strategically divided to address specific hair concerns. The range includes products from the Deep Moist collection, which is designed to deliver intensive hydration to deeply replenish hair moisture. Complementing this is the Melty Moist Repair collection, specifically formulated to tackle dry, frizz-prone, and difficult-to-manage hair, promising smoother, more manageable results.
By focusing on these two distinct yet equally powerful formulations—intensive hydration and targeted repair—&honey is catering directly to the growing demand for sophisticated moisture solutions in the US market.
The decision to partner with Ulta Beauty reflects a broader shift in international consumer interest. This move signals that global beauty trends are no longer limited to skincare and makeup; the desire for high-quality, specialized hair care derived from innovative ingredients is extending across the board.
This distribution expansion allows the Japanese brand to tap into Ulta Beauty’s extensive national store network, cementing &honey’s place in the American beauty landscape and introducing its unique approach to moisture-focused hair rituals to a much wider audience.
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