Ulta Beauty goes live with UB Marketplace, powered by Mirakl
The largest specialty beauty retailer in the U.S. launches its curated marketplace, expanding its online assortment with more than 100 new brands in beauty and wellness.
Ulta Beauty, the largest specialty beauty retailer in the United States, has officially launched its new online marketplace, UB Marketplace.
The Mirakl-powered platform is now live on Ulta.com and in the Ulta Beauty app, marking a significant milestone in the company’s "Ulta Beauty Unleashed" strategy and a bold step forward in redefining the future of beauty retail.
The platform dramatically expands Ulta Beauty’s eCommerce assortment, offering customers a curated selection of products across beauty, wellness and lifestyle categories.
Launching with more than 100 new brands, UB Marketplace is designed to accelerate the discovery of new brands, emerging subcategories and trends while maintaining the seamless, trusted shopping experience that millions of customers love. Mirakl partner, Merkle, is helping design and deliver the scalable marketplace experience that drives growth and enhances Ulta’s digital offering.
“UB Marketplace allows us to deliver more newness, faster entry into emerging subcategories and trends, and deeper category authority — while keeping the guest experience unmistakably Ulta Beauty,” said Ulta Beauty Chief Merchandising and Digital Officer Lauren Brindley. “This thoughtfully-curated model scales discovery and brand building for our partners, and ensures guests enjoy the same benefits they love: Ulta Beauty Rewards, easy returns and a unified, trusted shopping experience.”
A seamless, curated experience for beauty lovers
By launching its new marketplace, Ulta Beauty is enhancing its digital capabilities to provide an even richer, more personalized shopping journey. For customers, the launch delivers:
Expanded, curated assortment: Customers can now discover a thoughtfully selected range of new and innovative brands in emerging categories like wellness, grooming and personal care, luxury, pro tools and tech, and global beauty, complementing Ulta Beauty’s existing offerings. The platform is only open to brands – not third party sellers – by invitation, ensuring the quality and experience customers expect from Ulta Beauty.
Fully-integrated shopping journeys: The marketplace is seamlessly integrated into Ulta.com and the Ulta Beauty app. Customers benefit from a single cart and checkout process, can earn Ulta Beauty Rewards on eligible purchases and can make convenient in-store returns for marketplace items at more than 1,400 locations.
Accelerated brand onboarding: The platform enables Ulta Beauty to quickly introduce new brands and tap into the latest trends, giving its more than 45 million Ulta Beauty Rewards members access to the most current products and innovations in the industry.
Powering the future of beauty retail
The launch of UB Marketplace is more than just an expansion of product selection; it's a strategic move that reinforces Ulta Beauty's position as a leader in the beauty industry.
For brands, the marketplace offers an unparalleled opportunity to connect with a massive and engaged audience of beauty enthusiasts.
For Ulta Beauty, it provides a scalable and efficient way to grow its assortment, test new categories and deepen its authority in the continuously evolving beauty and wellness landscape.
As customers increasingly demand greater choice and convenience, the marketplace model has become essential for retailers looking to thrive.
Ulta Beauty's new platform is a clear example of how to execute a marketplace strategy that enhances the customer experience, drives growth and sets a new standard for the future of retail.
Brands interested in joining the UB Marketplace can learn more and apply at ulta.com/marketplace.
To learn how Mirakl can help you launch and scale your own marketplace, contact us today.
