Ulta Beauty launched its new marketplace, initially featuring over 100 brands that were not previously carried in-store or online. I first reported on Ulta's marketplace in March 2025 after the company's new CEO Kecia Steelman shared its plans to build one on an earnings call, but there was no mention at the time exactly when it would launch. Turns out just in time for the holiday season!
Josh Friedman, Senior VP of E-commerce & Digital, said:
“Getting a new seller, much less a new product, up and running on Ulta.com is now a matter of days instead of weeks, or even months, as it might have been before. It also offers brands the prestige and scale of selling with the Ulta Beauty association, but removes the need to meet a certain minimum order requirement or invest in in-store visual merchandising to be part of the assortment.”
Here's what we know about UB Marketplace:
- Ulta Beauty says the marketplace will enable the company to respond quickly to trending brands before they reach major retailers. That way as soon as a brand starts going viral on TikTok, they can add it to their marketplace and capitalize on its popularity.
- The marketplace is powered by Mirakl, which also powers marketplaces for Macy's, Saks Fifth Avenue, and Lowe's.
- UB Marketplace is invitation-only to help keep the selection curated and to avoid resellers.
- Brands are required to handle their own fulfillment and ship from a U.S. address to ensure speed.
- Purchases made through the marketplace can be returned through Ulta's brick-and-mortar locations.
- Customers will earn loyalty points on marketplace purchases, same as on Ulta Beauty's carried products.
- Ulta Beauty says that product listings from its marketplace will not receive lower listing priority than its own stock.
- However brands will have the option to buy sponsored search listings via Ulta Beauty’s UB Media platform. (Ads… isn't that what this whole thing marketplace thing is always about?)
- Ulta Beauty plans to double or triple the number of brands in its marketplace during the next few years (so that it can charge more for ads, LOL).
- Marketplace items won't be sold in Ulta Beauty stores for now, but it is considering an in-store pickup option.
I think it's a smart move by Ulta Beauty to launch a marketplace, especially a curated one. The one big thing that seems to be missing from the equation right now is consistent shipping speeds, as brands are responsible for fulfilling their own orders. However maybe Ulta will launch a fulfillment service in the future.