Overview

• UB Marketplace is live on ulta.com and the Ulta app with unified search, cart and checkout, Ulta Beauty Rewards on eligible purchases, in-store returns, and marketplace listings surfacing alongside Ulta-owned inventory with optional sponsored placements via UB Media.
• Participation is by invitation and limited to brands to ensure authenticity and prevent third-party resellers.
• Sellers self-list and fulfill orders from U.S. addresses, and the platform was built with marketplace software provider Mirakl.
• The initial lineup emphasizes wellness, grooming and personal care, luxury, pro tools and tech innovations, and global beauty, including brands such as Manucurist, Apotheke, Atwater and Oars + Alps.
• Items are primarily online with no automatic path to store shelves, Ulta is considering an in-store pickup option, and the company plans to expand the assortment over the next 12 to 18 months with ambitions to significantly increase brand count.