{
  "slug": "the-nue-co-2026-07-17t15-1",
  "company": "The Nue Co.",
  "headline": "Fragrance grew from 20% to 85% of sales in two years via Ulta.",
  "topic": "{Stash Edge — Distribution Play}",
  "source_name": "Glossy",
  "source_url": "https://www.glossy.co/beauty/the-nue-co-ulta-fragrance-growth/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/the-nue-co-2026-07-17t15-1",
  "channels": {
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      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Distribution Play}\n◆ DIAMOND · Retail partnership expansion · The Nue Co.\n\nFragrance grew from 20% to 85% of sales in two years via Ulta.\n\na physical-product founder with a secondary category that works in DTC should audit the top 3 retail partners where their buyer shops and pitch category share, not distribution breadth. Ulta's beauty customer is predisposed to fragrance—The Nue Co. didn't have to convert skeptics, just show up in the aisle. Start with one category in one partner, measure sell-through per Ulta's reporting, then expand. Don't pitch 'new brand in beauty.' Pitch 'fragrance now takes 85% of our revenue—your customer is ready.'\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/the-nue-co-2026-07-17t15-1\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/the-nue-co-2026-07-17t15-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/the-nue-co-2026-07-17t15-1",
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      "alt_body": "{Stash Edge — Distribution Play}\n◆ DIAMOND · Retail partnership expansion · The Nue Co.\n\nFragrance grew from 20% to 85% of sales in two years via Ulta.\n\na physical-product founder with a secondary category that works in DTC should audit the top 3 retail partners where their buyer shops and pitch category share, not distribution breadth. Ulta's beauty customer is predisposed to fragrance—The Nue Co. didn't have to convert skeptics, just show up in the aisle. Start with one category in one partner, measure sell-through per Ulta's reporting, then expand. Don't pitch 'new brand in beauty.' Pitch 'fragrance now takes 85% of our revenue—your customer is ready.'\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/the-nue-co-2026-07-17t15-1\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/the-nue-co-2026-07-17t15-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/the-nue-co-2026-07-17t15-1",
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      "label": "Bluesky",
      "body": "{Stash Edge — Distribution Play}\n◆ DIAMOND · Retail partnership expansion · The Nue Co.\n\nFragrance grew from 20% to 85% of sales in two years via Ulta.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/the-nue-co-2026-07-17t15-1",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Fragrance grew from 20% to 85% of sales in two years via Ulta.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nPer Glossy, The Nue Co. shifted fragrance from a secondary category to its core revenue driver by distributing through Ulta Beauty, reaching 85% of total net sales this year versus 20% two years prior.\nHere's the cool part — the lever almost everyone misses (and you don't have to): a physical-product founder with a secondary category that works in DTC should audit the top 3 retail partners where their buyer shops and pitch category share, not distribution breadth. Ulta's beauty customer is predisposed to fragrance—The Nue Co. didn't have to convert skeptics, just show up in the aisle. Start with one category in one partner, measure sell-through per Ulta's reporting, then expand. Don't pitch 'new brand in beauty.' Pitch 'fragrance now takes 85% of our revenue—your customer is ready.'\nWhat that means for you: a physical-product founder with a secondary category that works in DTC should audit the top 3 retail partners where their buyer shops and pitch category share, not distribution breadth. Ulta's beauty customer is predisposed to fragrance—The Nue Co. didn't have to convert skeptics, just show up in the aisle. Start with one category in one partner, measure sell-through per Ulta's reporting, then expand. Don't pitch 'new brand in beauty.' Pitch 'fragrance now takes 85% of our revenue—your customer is ready.'\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Glossy: https://www.glossy.co/beauty/the-nue-co-ulta-fragrance-growth/?utm_campaign=glossydis&utm_medium=rss&utm_source=general-rss.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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}