Beauty retail giant Ulta Beauty has launched a new e-commerce storefront set to rival Amazon Beauty.
UB Marketplace expands the retailer’s offering with “curated” additions from more than 100 new-to-Ulta brands, spanning beauty, wellness and lifestyle.
Powered by enterprise marketing technology firm Mirakl, UB Marketplace has been integrated into the retailer’s existing website and app.
This new third-party platform is invitation-only for brands in an effort to ensure only genuine and high-quality products are available through UB Marketplace, Ulta claimed.
The curated collection of brands and products spans categories including wellness, grooming & personal care, luxury, pro tools and tech innovations and global beauty.
Brands currently retailing through the marketplace include nail care brand Manicurist, French skin care brands Nuxe and A313, and K-beauty-inspired Saturday Skin.
The storefront allows customers to make purchases through their existing Ulta account, with a combined checkout process for items across the marketplace and its retail website.
In addition, purchases made through the marketplace are able to be returned through Ulta’s brick-and-mortar locations, and shoppers will be able to earn Ulta Beauty Rewards points.
“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, Chief Merchandising and Digital Officer at Ulta Beauty.
“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.”
The retailer has shared plans for significant scale over the next 12-18 months, as it continues to tap into new and complementary categories and expand its offering.
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