UB Marketplace – powered by Mirakl – expands Ulta Beauty’s ecommerce presence and offers guests a broader, complementary assortment across beauty, wellness and adjacent lifestyle categories.
Ulta Beauty has announced that UB Marketplace – a curated marketplace dedicated to beauty and wellness – is now live on the official website and the Ulta Beauty app.
As a key element of the company’s Ulta Beauty Unleashed strategy to scale new businesses, UB Marketplace marks an evolution in how Ulta Beauty serves, inspires and connects with beauty enthusiasts.
UB Marketplace – powered by Mirakl – expands Ulta Beauty’s ecommerce presence and offers guests a broader, complementary assortment across beauty, wellness and adjacent lifestyle categories.
UB Marketplace is integrated into the Ulta Beauty shopping experience on ulta.com and the Ulta Beauty app to deliver a seamless guest experience, with unified search, cart and checkout, Ulta Beauty Rewards on eligible purchases, and convenient in-store returns for UB Marketplace items.
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The platform is only open, by invitation, to brands and not third-party sellers to ensure guests receive the exceptional product quality and experience they expect from Ulta Beauty.
“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.”
At launch, guests will discover a curated selection of notable brands and product lines across categories such as Wellness, Grooming & Personal Care; Luxury; Pro Tools and Tech Innovations; and Global Beauty. Shoppers can now explore more than 100 new brands on the platform – and growing.
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Ulta Beauty plans to quickly scale its UB Marketplace assortment over the next 12-18 months while keeping the experience seamless and complementary. Guests can explore new brands available through UB Marketplace on the New Arrivals page on ulta.com.
Benefits of UB Marketplace
- A curated selection of brands across beauty and wellness, selected and vetted by Ulta Beauty. Designed to supplement the core assortment, the brands currently available on UB Marketplace strengthen Ulta Beauty’s category across makeup, skincare, haircare, fragrance and wellness – while tapping into new and complementary subcategories and trends.
- An integrated shopping experience – one account, one checkout, one service standard. Eligible UB Marketplace purchases earn Ulta Beauty Rewards and offer easy returns, with unified search, carts and order history. In-store returns are powered by Happy Returns for added convenience.
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- Speed to newness and brand building. An extended aisle of brands that enables rapid test-and-learn across emerging categories and trends, while giving brands visibility across 45+ million Ulta Beauty Rewards members and an integrated digital ecosystem.
- Technology via Mirakl, combined with Merkle’s strategic expertise. Robust seller tools, product data quality, and reliable fulfilment and service integrations support scale and consistency.
To ensure compliance with Ulta Beauty’s high-quality and performance standards and maintain a thoughtfully curated shopping experience for guests, brand participation is by invitation only.
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