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

How Dwayne Johnson Made a Skincare Brand Men Actually Buy

The ‘everyman’ skincare market is moving towards premiumisation, as brands like Johnson’s Papatui ditch traditional one-note marketing for a more considered approach.

Opinion: Harry Styles Is Selling Sex — Even If Wall Street Won’t

The successful restock of a vibrator and lube from Styles' beauty and wellness brand Pleasing shows how celebrities are sustaining the sexual wellness category, writes Bloomberg's Jessica Karl.

The Business of Beauty Global Awards: An Update on 2025’s Winners

Following their Global Award wins, founders from Akt London, Yse Beauty and Ruka share how the recognition changed their business trajectories.

Is Harper Beckham Beauty’s Next It Founder?

This week, Priya Rao examines Gen Alpha’s next big brand, Hiku.

Why H&M’s Sustainability Report Is So Unusual

The Swedish fast-fashion retailer is one of a shrinking number of companies that’s still drawing attention to its emissions goals. Plus, a Shanghai Fashion Week preview.

The Industry That Eats Its Young

Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.

The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?

The Impact of War on Fashion’s Supply Chain

Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.

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