Ulta Beauty guide
How to get introduced or nominated for Ulta Beauty Marketplace
Quick answer
Brands reach Ulta Beauty Marketplace by applying through Ulta's marketplace page or through an introduction or nomination. Acenda can introduce or nominate qualified leads to almost any third-party marketplace, Ulta Beauty Marketplace included. An introduction or nomination is not approval — Ulta Beauty makes the final decision.
This page is part of the sell on Ulta Beauty Marketplace guide.
Last reviewed: October 8, 2026 · Based on Ulta Beauty's public information.
| Who decides | Ulta Beauty, always. |
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| Ways in | Apply through Ulta's marketplace page, or an introduction or nomination. |
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| Who qualifies | Brands only, not resellers. |
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| What a nomination is | A referral of a qualified brand to Ulta's marketplace team. |
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| What it is not | Approval, a guarantee, or a shortcut past Ulta's review. |
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| Where else Acenda can introduce | Almost any third-party marketplace. |
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How do brands get onto Ulta Beauty Marketplace?
Participation is by invitation only, and it is open to brands, not third-party resellers. A brand applies through Ulta's marketplace page. If Ulta approves the application, the brand is invited.
The step-by-step application is on how to apply to Ulta Beauty Marketplace.
What an Acenda introduction or nomination means
Acenda is an approved, pioneer partner of Ulta Beauty Marketplace and has been part of Ulta Beauty Marketplace since day one. With that comes the honor and responsibility of assisting with introductions and nominations for qualified brands. An introduction or nomination is not approval — Ulta Beauty makes the final decision.
Acenda can introduce or nominate qualified leads to almost any third-party marketplace. Ulta Beauty Marketplace is one example; Target Plus, Nordstrom Marketplace, Kohl's, Macy's, and Bloomingdale's are others.
What an introduction or nomination is not
An Ulta Beauty Marketplace nomination is a referral. It is not a decision.
- Not approval. Ulta Beauty still reviews the brand.
- Not a guarantee. It does not promise an invitation.
- Not a bypass. It is not a way around Ulta's review.
- Not a formal Ulta program. Do not treat it as a retailer nomination program.
- Not a change in standards. It does not change Ulta's standards.
What does Acenda look at before an introduction?
This is Acenda's readiness view, not Ulta's criteria. We look at whether you are the brand, not a reseller, and whether the line fits categories Ulta named at launch: Wellness, Grooming and Personal Care, Luxury, Pro Tools and Tech Innovations, and Global Beauty.
We also look at the basics: a U.S.-registered business, W-9, EIN, U.S. address and bank information, U.S. fulfillment, and UPCs, plus whether the catalog is close to Ulta's templates, images, and captions.
The checklists are Ulta Beauty Marketplace requirements and Ulta Beauty Marketplace categories.
Applying yourself versus an introduction
Every path leads to the same Ulta review. None bypasses it. You can apply through Ulta's marketplace page yourself. When there is a good product fit, Acenda may introduce or nominate a qualified brand.
Frequently asked questions
Can Acenda guarantee my brand gets on Ulta Beauty Marketplace?
No. An introduction or nomination is not approval. Ulta Beauty reviews every brand and makes the final decision.
Is Ulta Beauty Marketplace the only marketplace Acenda can nominate to?
No. Acenda can introduce or nominate qualified leads to almost any third-party marketplace.
Should I apply to Ulta myself or ask for an introduction?
Either way leads to the same Ulta review. You can apply through Ulta's marketplace page yourself, and Acenda may introduce or nominate a qualified brand when there is a good product fit.
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