Sell on Ulta Beauty: How Brands Get Into UB Marketplace
What UB Marketplace is, who Ulta Beauty invites, what shoppers get on marketplace orders, and how FLUF Connect fits once your brand is approved.
Key takeaways
- Ulta Beauty opened UB Marketplace on ulta.com and its app on 14 October 2025, with more than 100 brands.
- It is open to brands by invitation only. Resellers and other third-party sellers cannot join.
- Marketplace orders earn Ulta Beauty Rewards where eligible and can be returned by post or at Ulta Beauty stores.
- Ulta Beauty does not publish its commission. Ask for the terms if you are invited.
- Once approved, you can connect your seller account in FLUF Connect and list stock whose barcodes are already in the Ulta Beauty catalogue. FLUF does not create catalogue products or import orders.
This guide is for a US beauty, wellness or grooming brand that sells its own products. If you resell other brands’ make-up or skincare, UB Marketplace is closed to you by design; eBay or Poshmark take individual sellers.
What UB Marketplace is
Ulta Beauty’s launch announcement of 14 October 2025 describes a curated marketplace inside the normal Ulta Beauty shopping experience: one search, one cart and one checkout, with marketplace items sitting next to the retailer’s own range. It launched with more than 100 brands across Wellness, Grooming & Personal Care, Luxury, Pro Tools and Tech, and Global Beauty. Named launch brands included Manucurist, Apotheke, ATWATER, Oars + Alps, Babe Lash, Nuxe, A313, Ogee and Saturday Skin. Ulta Beauty said it planned to grow the range quickly over the following 12 to 18 months.
Who gets in
The announcement is direct about this: the platform is open, by invitation, to brands and not to third-party sellers, so that shoppers get the quality they expect from Ulta Beauty. Brands that want to be considered can apply through ulta.com/marketplace, and Ulta Beauty then decides whom to invite. The marketplace is meant to supplement the core assortment, so the brands chosen so far tend to fill a gap: a subcategory Ulta Beauty does not stock in depth, a trend it wants to test, or a niche such as men’s grooming or home fragrance.
Before you apply, have the basics a buyer will ask for: your own brand rights, US-ready product information and barcodes, and a way to ship orders within the US. Cosmetics Design reported at launch that participation depends on meeting Ulta Beauty’s criteria.
What shoppers get, and what it asks of you
| For the shopper | What it means for your brand |
|---|---|
| Eligible purchases earn Ulta Beauty Rewards | Your products reach a loyalty base Ulta Beauty puts at more than 45 million members |
| Returns by post or at more than 1,400 Ulta Beauty stores | Ask during onboarding how returned items and refunds reach you |
| One account, one checkout, unified order history | Buyers judge your delivery against Ulta Beauty’s own |
The in-store returns point is the one to plan for. A customer can hand your product back at a store counter, and the refund and the returned unit then follow Ulta Beauty’s process, which is agreed in your seller terms.
Fees
Ulta Beauty has published no commission, fee or payout schedule for UB Marketplace. Get the commission for each category and the payout timing in writing before you agree a range, and allow for the returns rate of a beauty customer who can return in store.
Using FLUF Connect with Ulta Beauty
On the Channels screen in FLUF Connect the Ulta Beauty card is marked “Invite only” and covers one country, the United States. FLUF cannot get your brand invited. Once Ulta Beauty has approved you, choose “Already approved? Connect” on the card.
FLUF can then list products from your inventory that already exist in the Ulta Beauty catalogue, matched by barcode. A brand that also sells from its own Shopify store or on Macy’s can offer the same units on Ulta Beauty from one inventory.
| Task | On Ulta Beauty through FLUF Connect |
|---|---|
| Get invited and approved | You do this with Ulta Beauty |
| Connect your approved seller account | Yes, from the Channels screen |
| List stock the catalogue already holds, by barcode | Yes |
| Create new catalogue products | No |
| Detect sales or import orders | No. Handle orders in your Ulta Beauty seller account. |
| Relisting or offer management | No |
Because FLUF does not see Ulta Beauty orders, a sale there does not lower your stock elsewhere by itself. When an order uses your last unit, mark the item sold in FLUF so it comes down from your other channels.
What FLUF costs
Crosslisting and inventory sync are on every FLUF plan, from Starter upwards. Plans are on the pricing page, and you can start with 7 days for £1, then from £9/month.
Related guides
- How to sell on Macy’s
- How to sell on Nordstrom
- Selling in the United States
- How to sell on Shopify
- How to sell on Urban Outfitters
Sources
- Ulta Beauty: Ulta Beauty launches UB Marketplace (14 October 2025; checked November 2026)
- Cosmetics Design: Ulta Beauty launches UB Marketplace (22 October 2025; checked November 2026)
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Pick your topics first ›Frequently Asked Questions
No. UB Marketplace is open by invitation to brands only. Ulta Beauty says it is not open to third-party sellers.
Through ulta.com/marketplace. Ulta Beauty reviews interested brands and invites the ones that meet its criteria.
On 14 October 2025, on ulta.com and the Ulta Beauty app, with more than 100 brands.
Ulta Beauty has not published its commission or payout terms. Ask for them per category before you agree to join.
Yes. Ulta Beauty says eligible marketplace purchases can be returned by post or at more than 1,400 of its stores, and they earn Ulta Beauty Rewards.
Yes, once Ulta Beauty has approved your seller account. You connect it from the Channels screen and list stock whose barcodes already exist in its catalogue. FLUF does not create new catalogue entries or import Ulta Beauty orders.
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