THE WHAT? Lush has announced a first-of-its-kind wholesale partnership with Ulta. The ethical cosmetics brand will sell a select range of its products via the US beauty retailer’s website.

THE DETAILS The move is part of a wider mission to expand in the US. The UK-based bath bomb brand is poised to open some 30 new bricks and mortar locations, as well as roll out its spa concept, WWD reports.

THE WHY? Carrie Harambasic, Head of Business Development, Lush North America, told WWD, “In the US, we have over 200 brick and mortar doors. We obviously want to expand, but we can’t possibly expand our reach much beyond that just by ourselves. That’s where Ulta comes in. We spent the past year thinking about collaborations and expanding our reach and we knew we couldn’t do it alone.”