Ulta Beauty expands its online platform with launch of UB Marketplace
This move allows convenient returns in-store or by mail.
USA – Ulta Beauty has launched “UB Marketplace,” a curated third-party e-commerce platform now live on ulta.com and the Ulta Beauty app.
This marks a strategic expansion of its online beauty and wellness offerings as part of its Ulta Beauty Unleashed growth strategy.
Powered by Mirakl technology, the marketplace seamlessly integrates into Ulta’s existing e-commerce platform, providing customers with a unified shopping experience that combines search, cart, checkout, and Ulta Beauty Rewards on eligible purchases.
UB Marketplace features over 100 invited and carefully curated brands spanning emerging and established categories such as wellness, grooming and personal care, luxury, professional tools, and global beauty.
Notable brand inclusions at launch include plant-powered Manucurist nail care, luxury fragrances from Apotheke, men’s grooming essentials by Atwater and Oars + Alps, lash and brow brands Babe Lash, French skincare brands Nuxe and A313, clean beauty label Ogee, and K-beauty brand Saturday Skin, among others.
Lauren Brindley, chief merchandising and digital officer at Ulta Beauty, stated, “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.”
“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.”
This model enables Ulta to introduce newness quickly, accelerate entry into emerging beauty subcategories and trends, and deepen its category expertise—all while maintaining the Ulta Beauty customer experience.
The marketplace also offers a valuable platform for contemporary brands to build their presence and reach Ulta’s loyalty base of more than 45 million members.
Looking ahead, Ulta plans to significantly scale the UB Marketplace assortment over the next 12 to 18 months, maintaining a curated, cohesive, and complementary shopping environment.
This launch is a pivotal step in Ulta’s digital business expansion, leveraging marketplace technology to broaden product variety without added inventory risks or compromising quality control, ultimately enhancing consumer choice and discovery in beauty and wellness online.
Ulta Beauty has expanded internationally with its debut store openings in Mexico, marking a significant milestone as the company’s first brick-and-mortar presence outside the United States.
These store openings are part of a broader strategy to establish several more locations across Mexico by the end of 2025, targeting key cities such as Guadalajara, León, Monterrey, Tijuana, and the State of Mexico, with plans for a total of nine stores nationwide.
The expansion is executed through a strategic partnership with Grupo Axo, a leading Mexican fashion retailer, which enables Ulta Beauty to adapt its global beauty retail model to the vibrant local market.
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.
