Ulta Beauty to launch Mirakl-powered marketplace in 2025
Ulta Beauty, the largest specialty beauty retailer in the U.S., will launch its marketplace — the Ulta Beauty Marketplace — later this year, in an effort to expand its eCommerce presence, offer a wider assortment of products and enrich the digital shopping experience.
The curated platform will provide Ulta Beauty guests with broader access to both new and established brands, unique product lines, and innovative solutions for beauty and wellness — spanning skincare, haircare, makeup, fragrance, wellness, lifestyle essentials and more. Ulta Beauty Marketplace also enables third-party beauty, wellness and lifestyle brands to gain access to one of the beauty industry’s most trusted platforms, providing access to millions of Ulta Beauty guests and enabling visibility, reach and growth at scale.
In a March 13 earnings call, Ulta Beauty President and CEO Kecia Steelman said, “the beauty landscape had fundamentally changed,” and that the new Marketplace is a key part of the company’s strategy to meet evolving expectations for the beauty shopping experience and the continued acceleration of change in the retail space.
“It's about brand building, digital acceleration, personalization, marketplace and wellness,” Steelman said. “And this is what we do. A lot of players are playing in the world of beauty, but this is what Ulta Beauty does.”
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Ulta Beauty: elevating the beauty experience
At the heart of Ulta Beauty’s strategy lies its partnership with Mirakl, a global leader in marketplace and dropship technology. Mirakl’s platform will support Ulta Beauty with a seamless, scalable and cutting-edge eCommerce experience, ensuring the unified marketplace benefits both brands and consumers. Ulta Beauty will be able to offer their customers:
Expanded beauty selection: Customers will discover a curated selection of diverse new beauty, wellness and lifestyle products, including emerging brands, niche specialties and trending items, curated by the team at Ulta Beauty. This provides access to a wider range of beauty and wellness solutions to meet varied needs and preferences.
Integrated shopping experience: Customers will be able to seamlessly explore and purchase third-party beauty and wellness brands alongside their favorite products and brands sold at Ulta Beauty, all while enjoying a familiar and trusted shopping experience.
Continuously enhanced customer experience: Guests will also be excited to learn that they will be able to earn points on Marketplace purchases just as they can in-store. “And guests will also be able to return their Marketplace purchases to our stores,” Steelman said during the company’s Q4 earnings call. With a focus on making the experience “as seamless as possible for our guests,” the Ulta Beauty Marketplace will build on one of the best customer experiences in beauty today.
The future of beauty retail
Ulta Beauty’s Mirakl-powered platform isn’t just a unified marketplace — it’s a glimpse into the future of beauty retail.
“Building its status as one of the leading beauty and wellness retailers in the U.S., Ulta Beauty is set to disrupt the industry by launching a unified marketplace in partnership with Mirakl,” Mirakl CEO Adrien Nussenbaum said. “It’s increasingly clear that the marketplace strategy is not just an option; it's a necessity to thrive in today's competitive retail landscape.”
Learn more, sign up and apply to join Ulta Beauty’s curated platform, here.
