Agenda-setting intelligence, analysis and advice for the global fashion community.

Ulta Beauty Launches Marketplace

As Amazon gains beauty market share, the American speciality retailer is the latest to unveil a marketplace aimed at increasing its e-commerce penetration.

Brands launching at UB Marketplace. — Examples of the more than 100 brands launching on Ulta Beauty's UB Marketplace. (Ulta Beauty)

Liz Flora

14 October 2025

BoF PROFESSIONAL

On Tuesday, Ulta Beauty launched its new Amazon-style marketplace feature, UB Marketplace. Originally announced in March 2025, the marketplace, which is integrated into Ulta Beauty’s e-commerce site, has over 100 brands that were previously not carried in-store or online.

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Quince Enters the Beauty Marketplace

The DTC e-tailer announced The Beauty Atelier by Quince, which will sell skincare products from brands like Augustinus Bader and 111Skin, and reflects an industry-wide effort for beauty stores to open marketplaces of their own.

How Ulta Beauty Is Finding Growth in a Slowdown

The beauty retailer’s “Ulta Beauty Unleashed” turnaround plan is paying off as the retailer overcame a broader beauty slowdown in the first half of the year, but headwinds loom.

Ulta Looks to Rekindle the Magic With Cowboys, Squishmallows and Prada

At the retailer’s first ever experiential beauty event held deep in the heart of Texas, Ulta Beauty wrangled 1,500 consumers and nearly 200 brands as it wrestles with an industry-wide slowdown.

About the author

Liz Flora

Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.

In This Article

Topics

Beauty

Can Mikayla Nogueira Sell Fragrance, Too?

The beauty influencer is hoping her 20 million-strong following can cut through the category’s oversaturation with Only Sunshine, a tropical scent launched with indie brand Snif.

Ulta Beauty Joins TikTok Shop

Ulta Beauty becomes the first US specialty beauty retailer to launch on TikTok Shop, making the case for partnership rather than competition with the platform’s beauty e-commerce business.

For Beauty Brands, What’s a Department Store Worth?

In Full Coverage, Priya Rao looks at the world’s buzziest luxury department stores in Paris.

For Niche Fragrance Makers, Time Is On Their Side

For centuries, perfumers have aged fragrances to get their best scent expressions. More recently, time is becoming a crucial marketing tool.

Trump Signs Order to Combat Fraudulent ‘Made in America’ Labels, White House Says

The executive order directs ⁠the FTC chairman to prioritise enforcement of existing laws against sellers and manufacturers who falsely claim products are made in America.

Oil Market Set for Tumultuous Week as Kharg Attack Raises Stakes

Global oil markets face turmoil after a US attack on Iran's main export hub heightened risks to supply across the Middle East.

This Week: The Oscars Bring Red Carpet Season to a Close; Lululemon Adrift

The 98th Academy Awards, and Vanity Fair’s revamped after-party, bring luxury brands’ red-carpet strategies to a crescendo. Plus, Lululemon reports quarterly results with the CEO job still vacant.

The Season That Was: Signals From Fashion’s Front Lines

From the impact of the war in the Middle East to the future of Saks to the Kering conundrum, Imran Amed shares his intel and insight from the trenches of the latest ‘fashion month.’

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