BOLINGBROOK, Ill. –– Ulta Beauty is introducing UB Marketplace as a key component of the company’s Ulta Beauty Unleashed initiative to scale new businesses.
Beauty enthusiasts can access UB Marketplace through Ulta’s website and app to browse through a “thoughtfully curated marketplace dedicated to beauty and wellness.”
Powered by enterprise marketplace technology from Mirakl, the new marketplace is integrated into the Ulta Beauty shopping experience to deliver a seamless guest experience through unified search, cart and checkout, Ulta Beauty Rewards on eligible purchases, and convenient in-store returns for UB Marketplace items.
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, the company said in unveiling the marketplace.
“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,” says 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 emerging and established 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 – including the plant-powered nail care of Manucurist, luxury home fragrances from Apotheke, grooming essentials from ATWATER and Oars + Alps, the lash and brow innovations of Babe Lash, French skin care favorites Nuxe and A313, clean and nourishing beauty from Ogee, and K-Beauty inspired treatments from Saturday Skin.
MMR
Ulta Beauty plans to quickly scale its UB Marketplace assortment while keeping the experience seamless and complementary.
Benefits of UB Marketplace include:
- 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 leadership across makeup, skin care, hair care, 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 (via mail or at more than 1,400 Ulta Beauty stores), with unified search, carts and order history. In-store returns are powered by Happy Returns for added convenience.
- 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 more than 45 million Ulta Beauty Rewards members and integrated digital ecosystem.
- Best-in-class technology via Mirakl. Robust seller tools, product data quality, and reliable fulfillment and service integrations support scale and consistency.
