Ulta Beauty launched on Tuesday a new marketplace dedicated to beauty and wellness, now live on the retailer's website and via the Ulta Beauty app.

Dubbed "UB Marketplace", the new marketplace expands Ulta Beauty’s e-commerce offering with over 100 new brands spanning categories such as wellness, grooming and personal care, luxury, professional tools, and global beauty. 

Integrated directly into Ulta Beauty’s existing shopping experience, participation is by invitation only, ensuring that all products meet Ulta Beauty’s quality standards.

The lineup includes plant-powered nail care brand Manucurist, luxury home fragrances from Apotheke, men’s grooming essentials from Atwater and Oars + Alps, lash and brow innovators Babe Lash, French skincare favorites Nuxe and A313, clean beauty label Ogee, and K-beauty brand Saturday Skin, among others.

“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 new marketplace marks a key milestone in the company’s Ulta Beauty Unleashed strategy, aimed at scaling new business opportunities and deepening its connection with beauty enthusiasts.

Looking ahead, Ulta Beauty plans to expand the UB Marketplace assortment significantly over the next 12 to 18 months while maintaining a curated and cohesive shopping experience.