&honey Launches in U.S. Through Ulta Beauty Partnership

Japanese haircare brand &honey has officially launched at Ulta Beauty, bringing its signature honey-inspired approach to hair care to U.S. consumers. The brand became available online at Ulta Beauty on September 9 and in approximately 600 Ulta Beauty stores nationwide starting September 20.

&honey is recognized for its moisture-focused formulas, which utilize a honey-inspired concept to help hair feel soft, smooth, and hydrated. The brand's entry into Ulta Beauty represents a significant step in its U.S. expansion, offering American shoppers a new avenue to explore Japanese haircare.

Initially, six core products from two signature collections, Deep Moist and Melty Moist Repair, are being introduced. The Deep Moist collection focuses on intensive moisture, while the Melty Moist Repair line is designed for dry, frizz-prone hair. The assortment includes shampoo, treatment, and hair oil for a complete three-step ritual.

Central to &honey's philosophy is the use of honey, an ingredient known for its moisturizing properties, combined with a distinctly Japanese perspective on hair care. The expansion into Ulta Beauty's extensive retail network makes the brand more accessible to consumers seeking new approaches to haircare globally.