Ulta Beauty has launched UB Marketplace, a new online platform that expands the retailer’s product assortment beyond its traditional beauty lines into wellness and lifestyle categories.
The retailer made its marketplace available on Ulta.com and the Ulta Beauty app. It’s also part of the company’s plan to grow its digital business and reach new customers.
UB Marketplace uses Mirakl’s marketplace technology to integrate directly into Ulta’s existing ecommerce system. Shoppers can search and buy from both Ulta Beauty and UB Marketplace through one account and checkout process. Eligible purchases earn Ulta Beauty Rewards points and can be returned by mail or at any of Ulta’s 1,400 stores through Happy Returns.
Ulta is currently 35th in the Top 2000 Database. The database ranks North America’s largest online retailers by their annual ecommerce sales and more.
Why Ulta Beauty launched an online marketplace
Lauren Brindley, chief merchandising and digital officer, said the online marketplace gives Ulta Beauty a way to add products quickly while maintaining quality control.
“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,” Brindley said.
At launch, the UB Marketplace includes more than 100 contemporary brands across categories such as wellness, grooming, luxury, professional tools, and global beauty. Among them are:
- Manucurist
- Apotheke
- ATWATER
- Oars + Alps
- Babe Lash
- Nuxe
- A313
- Ogee
- Saturday Skin
Ulta said it will include additional brands over the next year.
Participation is limited to invited brands rather than third-party resellers. Ulta said this approach helps ensure consistency in product quality and service. Companies interested in joining can apply on the Ulta website.
Ulta Beauty highlights the UB Marketplace on its website. IT allows brands to apply to join its online marketplace. | Image credit: Ulta Beauty homepage, Oct. 14, 2025
The marketplace gives Ulta a way to expand its selection without adding inventory or compromising control over the shopping experience. It also gives contemporary brands access to the retailer’s base of more than 45 million loyalty program members.
Ulta Beauty, based in Bolingbrook, Illinois, is the largest specialty beauty retailer in the United States, with about 1,500 stores offering cosmetics, skin care, hair care and salon services.
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