Ulta Beauty will be first beauty & wellness retailer on TikTok Shop
Ulta Beauty is opening a storefront on TikTok’s e-commerce platform just in time for spring.
In an email to Chain Store Age, Ulta Beauty announced it will launch on TikTok Shop, the video-focused social media app’s U.S. e-commerce offering, on Tuesday, March 17.
Ulta Beauty is the first beauty and wellness retailer to join the platform. It will roll out with more than 15 brands spanning makeup, skincare, hair and fragrance, in addition to more than 25 exclusive bundles. Launch brands include Ulta Beauty Collection, Noyz, Isima, Made By Mitchell, Dibs, Drmtlgy, Polite Society, Maelys, Squishmallows Fragrances and Iconic by Paris Hilton.
The online storefront is designed to be distinctive, according to Ulta Beauty. Features include curated exclusives, TikTok Shop-only bundles (both single- and multi-brand bundles), and early-access opportunities with brand partners.
In addition, the retailer is partnering with TikTok creators and affiliates through performance-based commission programs that spotlight its "Only @ Ulta" assortment – including exclusive bundles and TikTok Shop–first drops.
TikTok Shop also enables Ulta Beauty and its brand partners to participate in new digital sales formats, including livestream selling and creator-driven education. This initiative is part of part of a broader corporate digital acceleration strategy that has also included the fall 2025 opening of a digital marketplace; and builds on the retailer’s existing partnership with TikTok.
[READ MORE: Ulta Beauty to launch third-party marketplace]
“As the beauty and wellness authority, we see firsthand how discovery is happening everywhere today – and social platforms play an increasingly influential role in how guests engage with brands,” said Lauren Brindley, chief merchandising and digital officer at Ulta Beauty, in emailed commentary to Chain Store Age. “Partnering with TikTok Shop is a strategic and complementary extension of our discovery ecosystem. It allows us to meet customers in the moments that inspire them, reduce friction between content and commerce, and drive incremental growth by welcoming new-to-Ulta Beauty shoppers into our community."
Ulta Beauty is moving forward with conducting e-commerce on TikTok in the wake of the social media app’s January 2026 compliance with an executive order from President Donald Trump that required it to establish a new joint venture to run its U.S. operations.
"Just as importantly, TikTok strengthens our role as the partner of choice for brands – adding another powerful tool in our brand-building playbook and giving them new, creator-powered ways to launch, tell their stories, scale with us, and globalize," Brindley said in her commentary.
