Ulta Beauty to launch third-party marketplace

Ulta Beauty is opening a marketplace and hosting a spring sale.

The nation’s largest beauty retailer is taking applications for a planned digital marketplace.

On a dedicated page of its e-commerce site, Ulta Beauty announced that Ulta Beauty Marketplace is scheduled to open fall 2025. The retailer said the marketplace will be a curated platform offering "cutting-edge tools and powerful tech," as well as dedicated support from a marketplace team.

Ulta is accepting applications via a digital form on its site and said more information is coming soon. Ulta Beauty Marketplace runs on a platform from digital marketplace technology provider Mirakl.

Sephora, one of Ulta's chief competitors, currently offers a third-party digital marketplace where beauty brands can directly sell to its customers. Ulta's new marketplace will expand the retailer's online presence while allowing it to offer a wider assortment of beauty and wellness items.

Ulta is also currently running a seasonal spring omnichannel called “21 Days of Beauty,” which concludes Thursday, March 27. Available in stores, online and via the retailer’s mobile app, the sale offers discounts of up to 50% on products from major beauty brands including Elemis, Benefit Cosmetics, and Lancome.

In addition, each day of the event at midnight CT, new Daily Beauty Steals will offer one-day special discounts that expire at 11:59 p.m. CT before the next day’s deals are released. Ulta is also offering its first-ever Weekly Beauty Steals during 21 Days of Beauty, with 50% discounts on select items offered for one week.

Other features include digital buying guides for product categories such as eyeliners and nail polish. Holders of the Ulta Beauty Rewards credit card will earn two points for every dollar they spend on 21 Days of Beauty purchases.

All online and mobile purchases are eligible for in-store pickup, with two-hour delivery for orders placed by 6 p.m. local time.

In other promotional activities, Ulta is hosting Ulta Beauty World," an experiential beauty event in San Antonio, Tex., on Saturday, April 26.

Headquartered in Bolingbrook, Ill., Ulta Beauty operates more than 1,400 retail stores across 50 states and also distributes its products through its website.