Ulta Beauty: Pioneering Social Commerce as the First US Beauty Retailer on TikTok Shop
Ulta Beauty, a leading specialty beauty and wellness retailer in the United States, has made history by becoming the first of its kind to launch on TikTok Shop. This significant development in social commerce was officially announced during the company’s fourth-quarter earnings call on March 12, 2026, and went live on March 17, 2026.
The TikTok Shop features a carefully curated assortment of over 15 brands spanning makeup, skincare, hair, and fragrance. In addition, it offers more than 25 exclusive bundles. The launch brands include but are not limited to:
- Ulta Beauty Collection
- NOYZ
- Isima
- Made By Mitchell
- Dibs
- DRMTLGY
- Polite Society
- Maelys
- Squishmallows Fragrances
- Iconic by Paris Hilton
Moreover, the platform will provide TikTok Shop-only bundles, early-access moments with brand partners, and creator-powered discovery experiences.
“Partnering with TikTok Shop is a strategic and complementary extension of our discovery ecosystem,” said Linda Brindley, Chief Merchandising and Digital Officer at Ulta Beauty. “It allows us to meet guests in the moments that inspire them, reduce friction between content and commerce, and drive incremental growth by welcoming new-to-Ulta Beauty shoppers into our community.”
As per eMarketer, TikTok Shop is set to outpace Target, Costco, Best Buy, and Kroger combined in generating U.S. ecommerce sales this year. This makes Ulta Beauty’s partnership with TikTok Shop a strategic move for the beauty giant.
Source: Retail TouchPoints