For any beauty enthusiast, the name Ulta Beauty is synonymous with endless possibilities. The ultimate destination for prestige, mass, and indie beauty brands all under one roof—or, in this case, one digital umbrella. Today, Ulta is raising the bar yet again with the launch of the UB Marketplace, a major e-commerce expansion that is dramatically growing their online selection and opening the door to a host of exciting new brands.
This is far more than just adding a few items to the digital shelf. The UB Marketplace, which is now live on ulta.com and the Ulta Beauty app, represents a bold evolution of Ulta’s digital strategy. It’s a curated, invitation-only platform that immediately introduces over 100 new, complementary brands across beauty, wellness, and adjacent lifestyle categories.
Why the UB Marketplace is a Game-Changer
Ulta Beauty has always been known for its expert curation, and the marketplace maintains that high standard. This isn’t an “anything goes” third-party free-for-all. Brands featured on the UB Marketplace are hand-selected by Ulta to enhance and supplement their core assortment, ensuring that the quality and experience remain unmistakably Ulta Beauty.
Here’s what this launch means for you, the shopper:
- Unprecedented Discovery: Get ready to explore an “extended aisle” of unique, trending, and emerging brands. Whether you’re searching for luxury home fragrances (like Apotheke), specialized French skincare (such as Nuxe), plant-powered nail care (Manucurist), or innovative lash and brow solutions (Babe Lash), you’ll find new categories and products that weren’t available before.
- Seamless Shopping Experience: Ulta has fully integrated the Marketplace into their existing digital platform. That means one account, one unified checkout, and a streamlined search function. You won’t feel like you’re jumping to a separate website.
- The Rewards You Love: Yes, you can still earn Ulta Beauty Rewards on eligible Marketplace purchases! Your loyalty points are just as valuable here as they are on core Ulta products.
- Easy Returns: In a move that truly sets this marketplace apart, Ulta is allowing returns of eligible UB Marketplace items in-store at any of their over 1,400 locations, making the process incredibly convenient.
The Future of Beauty is Here
The launch of the UB Marketplace is a strategic move, allowing Ulta Beauty to move faster in tapping into new trends and accelerating the discovery of innovative, often smaller, brands. It strengthens their category leadership across makeup, skincare, haircare, and fragrance, while also deepening their authority in emerging areas like wellness and men’s grooming.
Ulta has stated they plan to quickly scale the Marketplace assortment over the next 12 to 18 months, which means the selection is only going to get bigger and better.
The takeaway? Your favorite beauty destination just got a massive upgrade. Whether you’re a long-time Ultamate Rewards member or a casual shopper looking for the next big thing in beauty and wellness, the UB Marketplace promises a richer, more diverse, and more rewarding online shopping experience.
