Ulta Beauty announced that UB Marketplace, a completely curated marketplace dedicated to beauty as well as wellness – is now live on ulta.com and the Ulta Beauty app. As a key element of the company’s Ulta Beauty Unleashed strategy to scale new businesses, UB Marketplace marks a bold evolution in how Ulta Beauty serves, inspires and connects with beauty enthusiasts.
UB Marketplace, supported by Mirakl, a leader in enterprise marketplace technology, expands Ulta Beauty’s e-commerce presence and offers guests a broader, complementary assortment across beauty, wellness and adjacent lifestyle categories.
UB Marketplace is integrated into the Ulta Beauty shopping experience on ulta.com and the Ulta Beauty app to deliver a seamless guest experience, with unified search, cart and checkout, Ulta Beauty Rewards on eligible purchases, and convenient in-store returns for UB Marketplace items.
The platform is only open, by invitation, to brands and not third-party sellers to ensure guests receive the exceptional product quality and experience they expect from Ulta Beauty.
Executive Statement
According to Lauren Brindley, chief merchandising and digital officer at Ulta Beauty, UB Marketplace allows them to deliver more newness, faster entry into emerging subcategories and trends, and deeper category authority – while keeping the guest experience unmistakably Ulta Beauty. This thoughtfully curated model scales discovery and brand building for their partners, and ensures guests enjoy the same benefits they love – Ulta Beauty Rewards, easy returns and a unified, trusted shopping experience.
