Ulta Beauty has announced the official launch of UB Marketplace, a curated digital marketplace powered by Mirakl technology. The new platform, which is now live on Ulta’s official website and the Ulta Beauty app, represents a major step in the company’s long-term strategy to expand its digital ecosystem through technology-led retail innovation.
A Milestone in Digital Transformation
UB Marketplace is a dedicated space for beauty and wellness—offering an expanded and complementary assortment beyond traditional categories. Unlike open third-party platforms, UB Marketplace is invite-only, featuring brand partners hand-selected to align with Ulta’s values of quality, trust, and brand integrity.
The initiative falls under Ulta Beauty’s broader framework called Ulta Beauty Unleashed, which aims to accelerate high-growth, digitally enabled business models. With this launch, Ulta joins other global retail leaders adopting Mirakl’s enterprise marketplace technology, which empowers retailers to scale selection quickly while maintaining curated brand control.
A Curated Model for Modern Retail
Unlike Amazon-style open marketplaces, UB Marketplace is built on quality over quantity—a model that blends the agility of digital expansion with the exclusivity of a luxury assortment.
Brindley emphasized, 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.
UB Marketplace leverages Mirakl to act as an extension of Ulta’s existing ecosystem, fully integrated with iconic loyalty programs like Ultamate Rewards, trusted fulfillment systems, and customer care support. This means that brands joining the platform benefit from Ulta’s active community of loyalty members, while shoppers enjoy seamless access to new beauty and wellness discoveries.
Empowering Brand Partners
UB Marketplace gives emerging beauty and wellness brands a direct opportunity to connect with Ulta’s audience. By offering partners brand-building tools, analytics, and exposure through Ulta’s digital channels, the company reinforces its position as a collaborative hub for innovation in retail.
The invitation-only model ensures that every featured brand aligns with Ulta’s commitment to values such as inclusivity, sustainability, and performance. For brand founders, this provides an opportunity to participate in Ulta’s large-scale digital distribution without compromising brand vision or consumer relationships.
Technology Behind the Transformation
At the core of this new e-commerce endeavor is Mirakl, a French software company recognized globally for creating high-performance digital marketplaces. Mirakl’s marketplace solution gives retailers like Ulta powerful tools to manage millions of SKUs, streamline vendor integrations, and elevate supply chain flexibility—all while maintaining control of brand consistency and pricing authority.
Mirakl’s system also enables real-time product synchronization, improved inventory transparency, and enhanced vendor oversight—three critical elements in achieving operational efficiency for large multi-brand retailers.
The Roadmap Ahead
Ulta Beauty noted that it plans to rapidly scale UB Marketplace’s assortment over the next 12–18 months, aiming to continuously expand its product range across skincare, wellbeing, home essentials, and other adjacent lifestyle categories.
E-commerce and experiential retail will no longer be separate spheres, said Kimbell in an earlier strategy address. Our mission is to build a beauty community that is accessible wherever our guests are—whether that’s in our stores, through our creators, or now through curated marketplace partners.
Industry Recognition and Market Impact
The UB Marketplace launch is also likely to feature prominently during upcoming retail innovation events such as the 2025 RTIH Innovation Awards, where e-commerce technology trends take center stage. As noted by Scott Thompson, Founder and Editor of Retail Technology Innovation Hub (RTIH):
“Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”
Ulta’s integration of Mirakl exemplifies exactly that—practical innovation at scale.
Driving Future-Forward Growth
For Ulta Beauty, the UB Marketplace launch represents both a technological and cultural evolution. By expanding into a platform-based retail model, the company moves from traditional distribution to ecosystem management, where discovery, community, and data-driven merchandising define the guest experience.
As Lauren Brindley concluded, UB Marketplace scales discovery and brand building for our partners while ensuring that the guest experience stays unmistakably Ulta Beauty.
