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Following its successful online presence, the brand will debut through the retailer's emerging brand platform, Sparked, across custom displays in over 250 locations.
January 29, 2025
By: Lianna Albrizio
Associate Editor
Oak Essentials, a California-based clean luxury beauty brand by designer Jenni Kayne, has expanded its Ulta Beauty stores nationwide.
Following its successful online presence at Ulta.com, the brand will debut through the retailer’s emerging brand platform, Sparked, across custom displays in over 250 Ulta Beauty locations, starting February 2.
“When I created Oak Essentials, I envisioned bringing the transformative power of spa-inspired skincare into people’s daily lives,” said Kayne. “This partnership with Ulta Beauty represents a pivotal moment in realizing that vision on a national scale, making our botanical-based, results-driven formulas accessible to conscious consumers across the country.”
Ulta Beauty will feature Oak Essentials’ complete collection of skincare, body care, bath and fragrance products, including the brand’s best-selling Moisture Rich Balm, Ritual Oil and Dew Body Oil. Moisture Rich Balm has been a standout product for the brand, growing from a reported $400,000 in 2021 to $2.3 million in revenue in 2023.
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. The partnership will also bring new Oak Essentials product launches exclusively to Ulta Beauty shoppers first—all throughout 2025.
In 2024, Oak Essentials achieved 30% sales growth and strategic expansion into the bath category through its innovative launch, Cloud Foaming Bath Oil. The brand secured pivotal first-round funding from Silas Capital and Unilever Ventures, enabling accelerated product development, enhanced marketing initiatives, and broader distribution channels.
Oak Essentials champions a dual commitment to efficacy and sustainability. Its formulations support skin health through “clean,” hydrating ingredients that meet rigorous Sephora Clean, Credo Clean, and EU/UK standards. With 60% water-free products, 100% recyclable packaging, and the brand’s pursuit of B Corp certification, Oak Essentials says it demonstrates leadership in both premium skincare and environmental stewardship.
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