Ulta Beauty is a leading omnichannel beauty retailer in the United States. Since 2025, the company has also operated UB Marketplace, a curated digital marketplace that enables selected brands to sell directly to consumers within the Ulta Beauty ecosystem.
Ulta Beauty combines a nationwide network of more than 1,500 stores with its e-commerce platform and mobile app, offering an integrated customer experience across beauty retail, loyalty services, in-store services and digital content.
In October 2025, the company launched UB Marketplace, a curated online marketplace integrated into Ulta.com and the Ulta Beauty app. The platform, powered by Mirakl, expands Ulta Beauty’s online assortment while maintaining a single search, cart and checkout experience.
By the end of fiscal year 2025, UB Marketplace included more than 200 brands and approximately 5,000 SKUs. Marketplace products are sold and fulfilled directly by approved brand partners, while Ulta Beauty manages the customer-facing purchasing experience, payment processing and customer service.
Revenue
Ulta Beauty is a publicly listed company on Nasdaq.
In fiscal year 2025, which ended on January 31, 2026, the company reported USD 12.39 billion in net sales, representing a 9.7% increase compared with the previous fiscal year.
Growth was supported by higher comparable sales, new store openings and the acquisition of Space NK.
The latest results available as of September 2026 also indicate continued expansion. In the second quarter of fiscal year 2026, ended August 1, Ulta Beauty reported approximately USD 3.04 billion in net sales, up 8.9% year over year.
Permitted Products
Ulta Beauty focuses primarily on beauty, personal care and wellness products.
The main product categories include:
Make-up and cosmetics
Skincare
Haircare
Fragrances
Beauty tools and devices
Grooming and personal care
Wellness products
Professional beauty products
Luxury and niche beauty
Bath and body products
Home fragrance and selected lifestyle products
UB Marketplace is a curated platform. Brands and product ranges are reviewed and approved by Ulta Beauty before being made available for sale.
Accessibility for Italian Companies
UB Marketplace provides a public application process for prospective brand partners. Access, however, is selective and subject to approval by Ulta Beauty.
As of September 2026, applicants are required to meet specific U.S.-based operational and legal requirements. In particular, sellers must:
Be registered in the United States
Hold a U.S. Employer Identification Number (EIN)
Have a U.S. business address
Maintain U.S. banking details
Be able to provide a W-9 form
Operate a U.S.-based fulfillment center
Ship orders within the required service levels
Use valid UPC product codes
Ulta Beauty specifies that W-8 forms are not accepted for marketplace onboarding.
Consequently, an Italian company established exclusively in Italy cannot currently access UB Marketplace directly as a seller. Italian companies may become eligible if they operate through a U.S.-registered legal entity and meet Ulta Beauty’s commercial, operational and logistics requirements.
Submitting an application does not guarantee admission to the marketplace.
Countries and Markets
UB Marketplace is currently focused on the United States.
Marketplace inventory must be fulfilled from U.S.-based warehouses and can currently be shipped to customers located in the 48 contiguous U.S. states.
International marketplace fulfillment is not currently available.
Ulta Beauty’s wider international expansion is nevertheless progressing. In 2025, the company acquired Space NK, expanding its presence in the United Kingdom and Ireland, and entered Mexico through a joint venture.
The company has also started expanding in the Middle East through its partnership with Alshaya Group. The first regional store opened in Kuwait in November 2025, followed by the first Ulta Beauty store in the United Arab Emirates in January 2026.
These initiatives relate primarily to Ulta Beauty’s retail operations and do not currently indicate an international expansion of UB Marketplace.
Costs and Commissions
Ulta Beauty does not publish a standard marketplace fee schedule.
Public information does not specify:
The company’s financial disclosures confirm, however, that Ulta Beauty receives a commission on sales generated through UB Marketplace.
Commercial conditions are therefore defined directly with approved partners as part of the Marketplace Agreement.
Payment Systems
UB Marketplace is integrated into the standard checkout process available on Ulta.com and through the Ulta Beauty app.
Ulta Beauty manages payment processing for marketplace transactions, including refunds, credits and payment-related adjustments.
Customers can purchase marketplace and standard Ulta Beauty products through a unified purchasing experience.
Ulta Beauty gift cards can also be used for marketplace purchases. Members of the Ulta Beauty Rewards program can earn points on eligible marketplace transactions, subject to the applicable program conditions.
Advertising
Ulta Beauty operates its own retail media network, Ulta Beauty Media (UB Media).
Through this ecosystem, brand partners may access advertising, audience targeting and promotional opportunities supported by customer insights derived from the Ulta Beauty Rewards program.
Marketplace brands may also benefit from merchandising and promotional visibility across Ulta Beauty’s digital ecosystem.
Participation in marketing initiatives is not automatic and may be subject to separate agreements or platform approval.
Logistics Services
UB Marketplace primarily follows a seller-fulfilled drop-shipping model.
Approved brand partners are responsible for maintaining inventory in the United States and for picking, packing and shipping orders directly to customers.
Marketplace sellers are required to:
Operate a U.S.-based fulfillment center
Process and ship orders within two business days
Provide tracking information
Use approved carriers, including DHL, FedEx, UPS and USPS
Marketplace returns are integrated with Ulta Beauty’s wider customer service infrastructure.
Customers may return eligible marketplace products through the online returns process or, where applicable, at Ulta Beauty stores.
Ulta Beauty also uses Happy Returns as part of its returns infrastructure.
Customer and Seller Service
Customer service for UB Marketplace orders is integrated into Ulta Beauty Guest Services.
While marketplace sellers remain responsible for product fulfillment and shipping, Ulta Beauty manages the customer-facing support experience.
For sellers, the company provides a dedicated Marketplace team supporting the application, onboarding and product activation process.
Following approval, brands sign the Marketplace Agreement and gain access to tools for managing product information, pricing, images, inventory and orders.
UB Marketplace is powered by Mirakl, which supports marketplace operations including catalog management, seller integration and fulfillment workflows.
Overall, UB Marketplace operates as a selective and curated marketplace, designed primarily for established beauty and wellness brands that meet Ulta Beauty’s commercial, operational and positioning requirements.