With body care continuing to boom, specialty retailer Ulta Beauty is leaning further into the category with a mother and baby assortment featuring maternity skincare range Hatch Mama as its centerpiece.
The assortment, which also contains body care from Clarins, Bio-Oil and SweetSpot Labs and baby products from Kiehl’s, The Good Patch and CeraVe, has a dedicated landing page on Ulta’s website. It’s slated to roll out to nearly 400 Ulta stores this summer.
Hatch Mama’s products are listed online in the retailer’s wellness curation dubbed The Wellness Shop as well as in its mother and baby assortment. Ulta is carrying the brand’s $68 stretch mark treatment bestseller Belly Oil, $28 multipurpose salve Nipple + Lip Rescue Balm, $46 cooling and swelling-reducing leg and foot cream Down, Girl and $128 New Mama Must-Haves Kit, a giftable set with full sizes of its top products.
“At Ulta Beauty, we believe wellness should support every woman at every stage of life and that includes the deeply personal journey of motherhood,” says Laura Beres, VP of wellness at Ulta. “Hatch Mama is a beautiful addition to our Wellness Shop, bringing effective, safe-to-use and comforting solutions to pregnancy and postpartum. We’re proud to expand our assortment and provide our guests with wellness offerings that champion care during such a meaningful chapter.”
Hatch Mama’s arrival at Ulta marks its first national retail partnership in beauty specialty. The brand is stocked at Nordstrom and upscale lifestyle boutiques.
“The messaging is going to be super clear, and when the customer’s coming in, she’s only looking for beauty,” says Hatch founder Ariane Goldman of her brand being on-shelf at Ulta. “It means moms everywhere can now find products that celebrate and care for them right alongside their favorite beauty staples.”
Hatch Beauty launched in 2018 as an extension of Hatch, the maternity clothing brand Goldman launched in 2011, with nine beauty products such as a belly sheet mask and baby-safe aromatherapeutic oils. Hatch, a favorite of celebrities Meghan Markle, Kerry Washington, Jessica Alba and Kate Hudson, was acquired by Go Global Retail in October 2024 and is now part of the Matri Group portfolio that has kids clothing range Janie and Jack. Hatch’s universe houses editorial platform Babe in addition to Hatch and Hatch Mama.
Ulta initiated The Wellness Shop in 350 stores in 2019. Today, it’s in all of Ulta’s roughly 1,440 stores in the United States. The Wellness Shop crosses several subcategories like Intimate Wellness, Everyday Care and Down There Care. In 2023, Everyday Care and Down There Care were the most engaged merchandise pillars at The Wellness Shop. The Wellness Shop currently encompasses nearly 1,000 products from dozens of brands.
Ulta isn’t the only beauty specialty retailer ramping up mom and baby care. In June last year, Sephora launched Luna Daily’s six-product Motherhood Collection in its wellness section. The retailers are joining the mom and baby products brigade as the global pregnancy and postpartum skincare market was estimated at $33 billion in 2024 and is predicted to exceed $50 billion by 2034, expanding at a compound rate of 4.37% over the next nine years, according to market research firm Precedence Research.
In 2024, market research firm Circana’s data shows that sales of body care grew faster than facial skincare. On a dollar basis, skincare sales were up 2% last year. Body care comprises creams, lotions, cleansers, oils and hand soaps, and it’s becoming increasingly targeted and higher end as consumers search for body care products with active ingredients known in facial skincare and solutions for specific issues.
