Observed Signal · Jul 27, 2026 · Partnership · Source: Retail Dive · Impact: 1/5 · Sentiment: Neutral
Pacsun, Ulta Beauty Debut Curated Beauty Collaboration
Pacsun and Ulta Beauty launched a limited-edition fashion and beauty collaboration centered on self-expression, debuting two curated beauty essentials kits and an exclusive hoodie. The beauty kits include products from brands such as Drunk Elephant, NYX Professional Makeup and Fenty Beauty. The collection first opened at Pacsun’s SoHo store, and will expand to more than 100 Pacsun locations and Pacsun’s online store on Aug. 6. The beauty kits will be sold at select Ulta Beauty stores, on Ulta’s website and on TikTok Shop beginning the following Sunday, while the hoodie becomes available through Ulta on Aug. 6. Pacsun’s Chief Merchandising Officer Richard Cox and Ulta Chief Marketing Officer Kelly Mahoney framed the partnership as a way to celebrate self-expression and extend Ulta’s summer “Rewrite the Rules” campaign.
A retail co-branded product collaboration and marketing activation with limited direct impact on the broader AdTech/MarTech ecosystem; primarily relevant to retail marketing and merchandising.
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Key Takeaways & Evidence Grounding
- Pacsun launched a limited-edition fashion and beauty collaboration with Ulta Beauty.
- The collaboration includes two curated beauty essentials kits featuring brands such as Drunk Elephant, NYX Professional Makeup and Fenty Beauty.
- The partnership also features an exclusive hoodie bearing the phrase “Who’s Gonna Stop Us?”.
- The collection launched at Pacsun’s SoHo store, will expand to 100+ Pacsun locations and online on Aug. 6; beauty kits will be available at select Ulta stores, Ulta.com and TikTok Shop beginning the following Sunday, and the hoodie will be sold via Ulta starting Aug. 6.
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Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Pacsun CEO Explains Gen Z Co-Creation Strategy
Pacsun has refocused its marketing and product strategy to win back Gen Z by treating customers as co-creators. CEO Brie Olson, on the Modern Retail Podcast, described the retailer’s emphasis on four cultural pillars (fashion, music, sport, art), early investment in TikTok Shop, a new mobile app for drops and rewards, and programs launched in 2025 — an annual Youth Report and a Youth Advisory Council — to formalize youth participation. Olson also recently published a book, “Co-Created: The Cultural Strategy That Redefined Pacsun.” The company is opening more stores than it is closing for the first time in 18 years.
Sephora Launches on TikTok Shop with Exclusive Beauty Set
Sephora has launched its TikTok Shop with a beauty set exclusively on the platform, starting with a livestreamed shopping session hosted by influencer Mikayla Nogueira, co-founder of POV Beauty. The initial offering is limited to POV Beauty and Sephora Collection products, with nearly 2,300 products sold as of publication. This move reflects the growing influence of social commerce, as TikTok Shop has become the No. 4 health and beauty retailer in the U.S., with $4.4 billion in sales since its 2023 launch. Competitor Ulta Beauty also joined the platform in July. Retailers face challenges balancing TikTok's coupon-heavy environment with premium brand positioning and must convert one-time buyers into loyal customers while integrating platform sales with in-store experiences and loyalty programs.
Bath & Body Works Launches at Ulta Beauty
Bath & Body Works will begin rolling out a curated selection of products at more than 600 Ulta Beauty stores and via Ulta’s online channels starting July 12, 2026. Offerings at Ulta will include fragrance mist, body cream, hand soap, three-wick candles and wall plug-ins. The Juniper Breeze scent will return as a limited-time Ulta-exclusive in fragrance mist and body cream formats. Bath & Body Works said the partnership is intended to expand discovery and complement its existing company-operated footprint — about 1,900 stores across the U.S. and Canada — by placing product in Ulta’s higher-performing locations. The move follows other distribution expands for the company (including a February launch on Amazon) and aligns with its “Consumer First Formula” strategy to broaden access through third‑party channels while keeping its own stores as the destination for its full assortment.
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