Overview
Ulta Beauty is the largest beauty retailer in the United States, with more than 1,500 stores and a large online business. It sells make-up, skincare, haircare, fragrance and wellness products across all price levels, from mass to prestige, and offers salon services in its stores. In 2025 it launched UB Marketplace, a curated online marketplace. For a beauty or wellness brand, Ulta Beauty is one of the most important retail partners in the US.
Who is behind Ulta Beauty
Ulta Beauty is headquartered in Bolingbrook, Illinois, and listed on Nasdaq. It is led by CEO Kecia Steelman. In fiscal 2025, which ended on 31.01.2026, net sales grew 9.7% to USD 12.4 billion, and comparable sales grew 5.4%. Ulta launched more than 100 new brands during the year. Under its "Ulta Beauty Unleashed" strategy it is expanding internationally: it bought the UK luxury beauty retailer Space NK, with more than 80 stores, opened stores in Mexico with its partner Grupo Axo, and opened stores in the Middle East, ending the year with nearly 100 stores outside the US. Ulta's Ultamate Rewards loyalty programme is one of the largest in US retail.
UB Marketplace
In 2025 Ulta launched UB Marketplace, a curated online assortment of more than 200 brands that extends its range beyond what it stocks in stores, especially in wellness. In its first year it added nearly 40 new brands to the marketplace, and nearly 30 new brands to its core wellness range, which is now in more than 400 stores.
How brands can work with Ulta Beauty
- As a supplier to Ulta's stores and website, which buy products from brands.
- Through UB Marketplace, where selected brands sell online.
- Through Ulta's retail media and marketing, such as its loyalty programme and launch campaigns.
A brand considering Ulta Beauty should be ready with:
- A beauty or wellness brand with strong demand or a growing community.
- US cosmetics and supplement compliance, including MoCRA requirements and labelling.
- Marketing investment to support launches and in-store visibility.
- Supply capacity for a large store network.
Why Ulta Beauty matters for brands
Ulta reaches tens of millions of US beauty shoppers at every price level, and a listing can transform a beauty brand's US business.
How eBrands looks at Ulta Beauty
eBrands works with brands on marketplaces and retail channels across Europe and North America, and beauty is one of our core categories. If you want to see how Ulta Beauty could fit your US plans, we are happy to talk it through. See also our Sephora page.
Useful links
Ready to go global?
Let us show you how eBrands can take your brand to every market that matters.