Ulta Beauty has established its own marketplace as a curated vehicle for operations dedicated to beauty and wellness, one that will onboard only invited brands.
Ultra shoppers can access UB Marketplace through ulta.com and the company’s app. The marketplace aligns with Ulta’s “Unleashed” strategy to scale new businesses.
UB Marketplace is a collaboration with Mirakl, an enterprise marketplace technology provider. Through the marketplace, Ulta will provide consumers with a broader, complementary assortment across beauty, wellness and related lifestyle categories, the company stated. Marketplace shoppers can earn Ulta Beauty Rewards on eligible purchases and access convenient in-store returns.
The platform is only open by invitation to brands and not other third-party sellers to ensure guests receive exceptional product quality and experience, Ulta emphasized. Ulta already has added brands across categories including Wellness, Grooming & Personal Care; Luxury; Pro Tools and Tech Innovations; and Global Beauty including, for example, home fragrances from Apotheke in home fragrances..
“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,” said Lauren Brindley, Ulta chief merchandising and digital officer. “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.”
in other Ulta news, the company named Christopher DelOrefice CFO. DelOrefice joins Ulta from Becton Dickinson & Co., a medical technology company, for which he was executive vice president and CFO. Prior to that, he spent more than 20 years with Johnson & Johnson.
