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Ethique is on a mission to take bar-form beauty mainstream

WWD
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Ethique is expanding its brick-and-mortar footprint beyond grocery aisles.

The plastic-free brand is expanding into all 1,400 -plus Ulta doors this month .

The brand’s revamped shampoo and conditioner bars retail for $ 17 each.

Industry sources estimate Ethique could do around $15 million in first year sales at Ulta .