Sell on Ulta Beauty’s UB Marketplace, managed from invtri.

What UB Marketplace is

UB Marketplace is part of Ulta Beauty’s “Ulta Beauty Unleashed” plan and opened with more than 100 new brands, among them Manucurist, Nuxe, Oars + Alps and Saturday Skin¹. At launch, Ulta said it would “quickly scale” the assortment over the next 12 to 18 months¹. Lauren Brindley, Ulta’s chief merchandising and digital officer, said it brings “more newness, faster entry into emerging subcategories and trends”¹.

Launch categories were Wellness, Grooming & Personal Care; Luxury; Pro Tools and Tech Innovations; and Global Beauty¹. In December 2025, Glossy reported that Ulta’s director of marketplace category management named seven focus areas: wellness, men’s grooming, beauty tech, general personal care, luxury, artistry hair and colour cosmetics, and “discovery”³.

Shoppers earn Ulta Beauty Rewards on marketplace items², and the programme had more than 45 million members at launch¹. Glossy also reported that Ulta can now launch a new product online in 4 to 6 weeks, down from 12 to 26 weeks³.

Who can sell on UB Marketplace

Ulta says UB Marketplace is “only open, by invitation, to brands and not third-party sellers”, and it selects and vets each brand¹. In Ulta’s words, the marketplace “will carefully select brands to ensure we maintain a curated assortment”².

Ulta’s brand FAQ lists these business requirements²:

• the business must be registered in the United States²;
• an Employer Identification Number (EIN)²;
• a valid W-9 form²;
• a US business address and US bank information²;
• products fulfilled from US-based warehouses and shipped only to guests in the lower 48 states².

If you are based outside the US, Ulta’s FAQ is clear for now:

• Brands shipping internationally are not accepted; the FAQ’s answer is “No”².
• Its initial focus is on “brands shipping domestic inventory from within the U.S. marketplace”².
• The IRS describes Form W-8BEN-E as the form foreign entities use to document their status⁴, and Ulta says “W-8 forms are not accepted”².

How to apply to UB Marketplace

1. 1

   Apply through RangeMe

   Ulta’s marketplace page links to its application on RangeMe².

2. 2

   Receive an invitation

   If Ulta approves your brand, it sends you an invitation². Ulta gives no timescale for approval.

3. 3

   Sign and onboard

   Review and sign the Marketplace agreement, then upload products, prices and images with Ulta’s onboarding team².

4. 4

   Pass the listing review

   Ulta reviews your listings before they go live².

Assortment and listing rules

Brands propose the assortment they want to sell, which is “reviewed in partnership with the Ulta Beauty Marketplace team”². Every product needs a barcode: “All items, including bundles, must have a UPC”².

Shipping and returns

Brands ship orders to guests themselves, from a US-based fulfilment centre². Ulta requires them to “pick, pack, and ship orders within 2 business days” with DHL, FedEx, UPS or USPS, and to add a tracking number to every shipment². Orders go only to guests in the lower 48 states².

Guests can return marketplace items to any Ulta Beauty store, through a UPS store, or by mail with a pre-printed label from Ulta.com². At launch, Ulta said more than 1,400 of its stores would take these returns¹. Ulta does not publish the return window or who pays for returns, so ask during onboarding.

Recent changes

• 14 October 2025: UB Marketplace launched with more than 100 brands¹.
• December 2025: Glossy reported seven focus categories and a product launch time of 4 to 6 weeks³.
• 2026: Ulta offered “a special onboarding benefit” to brands that applied by 1 May 2026².