On October 14, Ulta Beauty, the largest beauty retailer in the United States, announced the launch of UB Marketplace, a new platform dedicated to beauty and wellness. Available now on ulta.com and the Ulta Beauty App, the initiative marks a new step in connecting brands and customers through a more curated and integrated shopping experience.
A Core Element of the “Ulta Beauty Unleashed” Strategy
This launch represents a key pillar of Ulta Beauty’s growth strategy, “Ulta Beauty Unleashed.” Rather than functioning as a conventional online mall, UB Marketplace is designed as a curated platform featuring only brands that meet Ulta Beauty’s high standards for quality and performance.
Powered by Mirakl, a leader in enterprise marketplace technology, the platform seamlessly unites a wide range of categories—spanning beauty, wellness, and lifestyle—under one cohesive experience. With fully integrated search, checkout, and order management, shoppers can explore new brands while maintaining the reliability and consistency Ulta Beauty is known for.
Purchases on UB Marketplace also earn Ulta Beauty Rewards points and support in-store returns, creating a smooth omnichannel experience that connects online and offline shopping.
In addition, Ulta Beauty has partnered with Merkle, leveraging its marketing and operational expertise to enhance data quality, logistics, and customer service. This strategic collaboration allows for faster brand onboarding, greater operational efficiency, and a richer discovery experience for customers.
“UB Marketplace enables us to introduce more newness, expand our category depth, and bring exciting brands to our guests faster,” said Lauren Brindley, Chief Merchandising and Digital Officer at Ulta Beauty. “This model accelerates discovery and brand building while maintaining the trusted, joyful experience that defines Ulta Beauty.”
Over 100 Brands Join at Launch
At launch, UB Marketplace features more than 100 brands, with plans to further expand its assortment over the next 12 to 18 months.
Participating brands include:
- Manucurist – Plant-based nail care
- Apotheke – Luxury home fragrance
- ATWATER and Oars + Alps – Men’s grooming essentials
- Babe Lash – Lash and brow care innovations
- Nuxe and A313 – French skincare favorites
- Ogee – Clean and natural beauty
- Saturday Skin – K-beauty-inspired treatments
Through these collaborations, UB Marketplace strengthens Ulta Beauty’s expertise across core categories such as beauty, skincare, haircare, fragrance, and wellness—while maintaining the flexibility to respond quickly to emerging trends and new brands. The initiative underscores Ulta Beauty’s commitment to balancing innovation with trust, setting a new benchmark for beauty retail in the U.S.
Invitation-Only Participation
UB Marketplace operates on an invitation-only basis, ensuring all participating brands meet Ulta Beauty’s rigorous quality and performance criteria. Brands interested in being considered can learn more and apply at ulta.com/marketplace.
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