Tree Hut is launching modern-day nostalgia on the shelves of Ulta Beauty.
For its first limited-edition brand collaboration, the highly acclaimed body scrub line partnered with Peanuts to drop Snoopy- and Woodstock-inspired scents just in time for fall. The five stock keeping unit collection, available exclusively at the beauty retailer starting Oct. 1, will feature Tree Hut’s bestselling products — Shea Sugar Scrub, Shave Oil, Whipped Body Butter and Foaming Gel Wash — in both fruity and gourmand aromas.
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“This marks the first time Ulta is featuring a collaboration that combines Tree Hut’s cult-favorite body care with an iconic pop-culture property like Peanuts,” chief marketing officer of Naterra International Inc., Tree Hut’s parent company, Luis Garcia told WWD. “We wanted to go beyond traditional packaging refreshes and create a limited-edition collection that feels playful, nostalgic and collectible, giving guests a reason to rediscover the category in an entirely new way.”
Garcia described this collaboration as a harbinger for the next era of Tree Hut. Moving forward, the brand is focused on seeking out “culturally relevant partnerships” to connect with its consumers. “For Ulta, it reinforces their role as the go-to destination for joyful, buzzworthy beauty experiences,” Garcia added. “Together, we’re building a foundation for more innovation that excites loyal fans and brings new shoppers into the fold.”
As for why Tree Hut tapped Peanuts for its inaugural collaboration, Garcia said the comic strip is “timeless,” transcending generations with its humor-filled storylines. “That sense of nostalgia and happiness pairs perfectly with Tree Hut’s mission to make beauty fun and uplifting,” he continued. “Snoopy, Woodstock and the gang embody the same playful spirit our fans love.”
The news of Tree Hut’s and Peanuts’ partnership comes a few months after Naterra International Inc. announced its plans to debut a new line called Bdy., made for mature clientele looking to address body care concerns. “Tree Hut is our masstige brand; it focuses on great scents, great formulas and affordable prices,” Garcia told WWD at the time. “But we’ve also discovered there are consumers who want a more elevated, more complex skin care routine with ingredients that we couldn’t fit into the Tree Hut brand.” Bdy. launched into all Ulta Beauty doors on June 8.
Meanwhile, plush toy brand Squishmallows will be making its foray into beauty with a new fragrance line, launching nationwide at Ulta Beauty on Sunday. The collection was designed to capitalize on the burgeoning Gen Alpha fragrance boom with scents motivated by its fan-favorite stuffed toys.
