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Powered by Mirakl, this curated third-party platform features 100 innovative new brands with more to come.
October 14, 2025
By: Rachel Klemovitch
Assistant Editor
Ulta Beauty announced that UB Marketplace – a thoughtfully curated marketplace dedicated to beauty and wellness – is now live online and on the Ulta Beauty app.
As a key element of the company’s Ulta Beauty Unleashed strategy to scale new businesses, UB Marketplace marks a bold evolution in how Ulta Beauty serves, inspires, and connects with beauty enthusiasts.
Lauren Brindley, chief merchandising and digital officer at Ulta Beauty, said,
“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.”
Powered by Mirakl, a leader in enterprise marketplace technology, UB Marketplace expands Ulta Beauty’s e-commerce presence and offers guests a broader, complementary assortment across beauty, wellness, and adjacent lifestyle categories.
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 is integrated into the Ulta Beauty shopping experience online and on 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.
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.
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 online.
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Photo: Shutterstock/ refrina
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