US-based beauty retailer Ulta Beauty has launched UB Marketplace, an online platform focused on beauty and wellness, now accessible via its website and the Ulta Beauty mobile app.
The launch forms part of the retailer’s Ulta Beauty “unleashed strategy” to develop new business streams and broaden its e-commerce reach.
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The marketplace is powered by Mirakl, a company specialising in enterprise marketplace technology, and is fully integrated into Ulta Beauty’s existing digital infrastructure.
Customers can use a single account for unified search, shopping cart, checkout and order history and earn Ulta Beauty rewards on eligible purchases.
Items bought through UB Marketplace can also be returned in-store, with processing supported by “happy returns”.
Unlike open marketplaces, participation in UB Marketplace is by invitation only and limited to brands, not third-party sellers, to maintain quality standards and a consistent customer experience.
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By GlobalDataAt launch, the platform features more than 100 new brands across wellness, grooming, luxury, professional tools, technology and global beauty categories.
The selection includes Manucurist, Apotheke, ATWATER, Oars + Alps and Babe Lash.
Ulta Beauty plans to expand the assortment over 12 to 18 months to mid-2027, with updates listed on the New Arrivals page of its website.
UB Marketplace offers what it describes as “a curated selection of brands across beauty and wellness, selected and vetted by Ulta Beauty.”
The platform also aims to help brands reach Ulta Beauty’s 45 million-plus Rewards members, with operational support from Mirakl and Merkle to manage product data, fulfilment and service integration.
Ulta Beauty chief merchandising and digital officer Lauren Brindley 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.”
Ulta Beauty, established in 1990, operates 1,500 stores across the US and is regarded as the country’s largest speciality beauty retailer.
In September 2025, Ulta Beauty opened its first stores in Mexico.
Located at Antara Fashion Hall in Mexico City, the store marked the company’s international brick-and-mortar debut and was followed by a second opening at Galerías Metepec.
In tie-up with Mexican fashion retailer Grupo Axo, Ulta Beauty introduced Mexican consumers to its retail experience, offering a curated selection of exclusive brands and products across various beauty categories.
