Ulta Beauty to Expand eCommerce Presence by Adding ‘Curated' Marketplace

Core Insights - Ulta Beauty is focusing on digital acceleration, personalization, and launching a new marketplace to enhance customer experience and regain market share lost in 2024 [1][2][6] Digital Strategy - The company plans to enhance its digital presence by adding new features to its app and website, aiming to elevate guest experience and engagement [2][3] - Automation and real-time content will be increased across digital channels to deepen guest engagement [3] Marketplace Initiative - A new marketplace will be launched on an invitation-only basis for brands, allowing Ulta Beauty to curate product selections [4] - Customers will earn points on marketplace purchases and can return these purchases to Ulta Beauty stores, making the process seamless [4][5] Organizational Changes - To support these initiatives, Ulta Beauty has created new roles, including chief retail officer and chief technology and transformation officer [5] - The company is building a dedicated team for selling and operations related to the new marketplace model [5] Market Context - The beauty industry is experiencing heightened competition and changing consumer expectations, prompting Ulta Beauty to adapt quickly [2][6] - Despite a slowdown in the beauty category in 2024, growth is still expected in the low- to mid-single-digit range [6]