Ulta Beauty Unveils ‘UB Marketplace’: A Platform for Emerging Brands
Beauty retail behemoth, Ulta Beauty, has officially unveiled its innovative marketplace feature, ‘UB Marketplace’. This new platform enables over 100 previously inaccessible brands to sell directly through Ulta Beauty’s e-commerce platform. The Amazon-esque marketplace features a diverse range of brands, including nail care label Manucurist, luxury home fragrance creator Apotheke, and men’s grooming brands Atwater and Oars + Alps.
The inception of this marketplace is a strategic response to the surge of TikTok-viral brands that often skyrocket to bestseller status on Amazon, prior to reaching major retailers such as Ulta and Sephora. Brands like Medicube and Beauty of Joseon epitomize this trend, making their debut at traditional retailers only after achieving monumental success on social media platforms.
Ulta Beauty’s new system significantly accelerates the process of getting products online. It reduces the timeline from weeks or even months to just a matter of days. Moreover, it offers brands the prestige of being associated with Ulta Beauty without the traditional minimum order requirements or in-store merchandising investments.