Japanese haircare brand &honey arrives at Ulta Beauty stores nationwide
The Japanese brand has rolled out six products across approximately 600 Ulta Beauty locations and online.
&honey, a Japanese haircare brand built around honey-infused formulations, has officially arrived at Ulta Beauty, marking a significant step in its expansion into the U.S. market. The brand became available online on September 9 and rolled out to approximately 600 Ulta Beauty stores nationwide beginning September 20, with each product retailing for $23.
The launch brings six core products from two signature collections designed to address different moisture needs. The Deep Moist line focuses on intensive hydration, while the Melty Moist Repair collection targets dry, frizz-prone and difficult-to-manage hair. Together, the products form a three-step routine comprising shampoo, treatment and hair oil.
Two Collections, Two Approaches
The Deep Moist collection includes a shampoo, treatment and hair oil for comprehensive moisture care. The Melty Moist Repair line offers matching products intended to address frizz and manageability concerns. Each set follows the brand’s philosophy of moving hair through cleansing, conditioning and finishing stages, with the end goal of softer, more hydrated strands.
According to &honey, the two collections work by helping hair retain moisture at each stage of the haircare routine. The shampoo cleanses, the treatment conditions, and the hair oil provides the final finishing touch—together designed to leave hair feeling smoother and looking healthier throughout.
The Role of Honey in the Formulas
At the heart of &honey’s approach is honey itself, an ingredient the brand emphasizes for its ability to moisturize.
Expansion Into U.S. Retail
The Ulta Beauty partnership represents a major milestone for &honey in North America, placing the brand within one of the largest beauty retail environments in the United States.
The full six-product assortment is currently available online at Ulta Beauty, with all items rolling out across the retailer’s store network. Each of the six SKUs carries the same $23 price point, whether customers shop in-store or online.
What Shoppers Will Find
The Deep Moist Shampoo, Treatment and Hair Oil form the first collection, while the Melty Moist Repair Shampoo, Treatment and Hair Oil make up the second. This structure gives customers the option to purchase individual products or, according to &honey’s design, adopt the full three-step ritual for their preferred collection. The brand positions these rituals as a way to turn daily haircare into a more intentional practice, drawing on Japanese beauty traditions that emphasize precision and care.
This article was compiled by the Glamorade editorial desk from the official announcements and reporting listed under Sources.
