Canadian Indie Personal Care Brand Bushbalm Enters US Market

Canadian indie brand Bushbalm, which specializes in bikini line skincare with a focus on pre- and post-hair removal care, in now available on Ulta.com and in 990 Ulta stores nationwide, marking its first major retail partnership in the US beauty market. 

 

Selected for the Sparked at Ulta Beauty program, Bushbalm will be positioned within the store’s revamped shaving section to address consumers’ growing interest in intimate skincare and hair removal care. Aside from its results-driven products, what makes Bushbalm unique is that it straddles three rapidly growing categories – sexual wellness, body care and hair removal – and does it in a way that’s approachable, credible and relatable, the brand says.

Bushbalm has seen rapid sales growth (over 600% revenue growth since 2020), thanks primarily to its authentic content strategy. The brand drives over 1.5 million impressions weekly on social media by showcasing real customers and related skin concerns such as ingrown hairs, dark spots, razor burn and even trimming pubic hair in its marketing efforts. From the brand’s viral How To Shave Your Butt TikTok, which has over 20 million views, to working with influencers on topics like PCOS, driving bigger picture conversations around taboo topics is at the core of Bushbalm’s successful social strategy.

 

Prior to the partnership with Ulta, Bushbalm focused on growing its waxing salon community, which currently includes over 1,500 salons nationwide, and its DTC business. Now with Ulta Beauty as its third pillar, Bushbalm hopes to give every channel a unique offering to grow the brand as a whole.