Ulta Beauty launches its digital marketplace
The nation’s largest beauty retailer has entered the third-party marketplace space.
Ulta Beauty has launched a curated marketplace, called UB Marketplace, dedicated to beauty and wellness products on its e-commerce site and app. The retailer initially announced its plans for the platform in March 2025.
[READ MORE: Ulta Beauty to launch third-party marketplace]
Based on the Mirakl digital marketplace platform. UB Marketplace is designed to offer customers a broader, complementary assortment across beauty, wellness and adjacent lifestyle categories. The platform is open by invitation only to brands and not third-party sellers.
UB Marketplace is integrated into the Ulta Beauty digital and mobile shopping experience with unified search, cart and checkout. In addition, customers can redeem rewards and offers from the Ulta Beauty Rewards loyalty program on eligible purchases and return items in-store.
"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 Lauren Brindley, chief merchandising and digital officer at Ulta Beauty. "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."
Ulta Beauty plans to scale its UB Marketplace assortment over the next 12-18 months while keeping the experience seamless and complementary. customers can explore new brands available through UB Marketplace on the New Arrivals page on ulta.com.
The retailer’s digital marketplace initiative is part of a broader corporate strategy to scale new businesses, called Ulta Beauty Unleashed.
Sephora, one of Ulta Beauty's chief competitors, currently offers a third-party digital marketplace where beauty brands can directly sell to its customers.
Brands interested in being considered for participation in the new digital marketplace can learn more and apply on the Ulta Beauty website.
Headquartered in Bolingbrook, Ill., Ulta Beauty operates more than 1,400 retail stores across 50 states and distributes its products through its website. It is the largest specialty beauty retailer in the U.S. is also expanding its presence internationally through a joint venture in Mexico, a franchise in the Middle East, and its subsidiary, Space NK, a luxury beauty retailer operating in the U.K. and Ireland.
