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Channel guide

Sell on Ulta Beauty Marketplace with Acenda.

Quick answer

Ulta Beauty Marketplace is Ulta Beauty's curated, invitation-only marketplace for beauty and wellness brands on Ulta.com and the Ulta Beauty app. It is open to brands, not resellers, and brands ship orders directly to guests from the U.S. Acenda is an approved, pioneer partner of Ulta Beauty Marketplace and has been part of Ulta Beauty Marketplace since day one.

Last reviewed: October 8, 2026 · Based on Ulta Beauty's public information.

Ulta Beauty Marketplace is invite-only and open to brands, not resellers. You fulfill every order from your own U.S. operations. If you want to sell on Ulta Beauty Marketplace, the work is getting invited, getting your catalog accepted, and keeping orders moving. Acenda handles the product data, inventory sync, order flow, and payout reconciliation so a small team can run the channel.

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Ulta Beauty at a glance

Model
Curated, invite-only, brands only
Platform
Mirakl
Order flow
Brand ships directly to the guest
Ship window
2 business days, with tracking
Acenda
Catalog, images, inventory, price, orders, tracking, payouts

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.

In this guide

RequirementsHow to applyIntroductions and nominationsListing requirementsFulfillment and returnsCategoriesFeesUlta Beauty Marketplace vs wholesaleWhat Acenda handlesIs it worth it?

Ulta Beauty’s marketplace is curated, not open

Ulta Beauty Marketplace launched in October 2025 on Ulta.com and the Ulta Beauty app. It runs on Mirakl. The launch categories are Wellness, Grooming & Personal Care, Luxury, Pro Tools & Tech, and Global Beauty.

It is for brands. General third-party resellers are not considered. Ulta reviews each brand’s quality, brand standards, and proposed assortment against its own product standards and assortment strategy, and Ulta decides who is invited.

For the guest, marketplace products appear with Ulta’s assortment in a unified cart and checkout. Eligible purchases earn Ulta Beauty Rewards. Marketplace items can be returned in Ulta Beauty stores. The product page notes when an item is sold and shipped directly by the brand.

See Ulta Beauty Marketplace categories.

What Ulta asks of marketplace brands

  • U.S. entity. Registered in the United States, with a W-9. W-8 forms are not accepted. You also need an EIN, a U.S. business address, and U.S. bank information.
  • U.S. fulfillment. Ship from a U.S. warehouse or fulfillment center to guests in the lower 48 states. You fulfill; orders go directly from you to the guest.
  • Two-business-day shipping. Pick, pack, and ship within 2 business days using UPS, FedEx, USPS, or DHL. Tracking is required on every shipment.
  • UPCs on everything. Every item needs a UPC, including bundles.
  • Category templates. Fill in Ulta’s category attribute templates. Shades and sizes are variants of one product, not separate listings.
  • Images and video. Main image at least 2000×2000 pixels, up to seven alternates plus a swatch. Product videos need closed captions.
  • Product names. The web product name is limited to about 90 characters.
  • Ulta review. Ulta reviews products, prices, and images before anything goes live.

Requirements can change. Confirm current terms with Ulta during onboarding.

The full checklists: business and shipping requirements and listing requirements.

The path to live

01

Apply or get introduced

Apply through Ulta’s marketplace page; the application runs through RangeMe. When there is a good product fit, Acenda may help introduce or nominate a qualified brand. Both routes lead to the same Ulta review. Neither bypasses it.

02

Invitation and agreement

If Ulta invites you, you sign the Ulta Beauty Marketplace agreement.

03

Catalog onboarding

Upload your catalog against Ulta’s category templates: attributes, UPCs, shade and size variants, images, captions.

04

Ulta review and first orders

Ulta reviews products, prices, and images. Once items are live, orders arrive and you ship within 2 business days with tracking.

Step by step: how to apply to Ulta Beauty Marketplace. How introductions work: Ulta Beauty Marketplace introductions and nominations.

What usually slows brands down

Ulta does not publish a fixed calendar from application to live. In practice, catalog setup and Ulta’s item review are usually the longest stages.

  • At the application stage: the brand is not a fit for Ulta’s curated standards, or it is missing a U.S. entity, U.S. fulfillment, or UPCs.
  • At the listing stage: main images under 2000×2000, missing required category attributes, product names that run too long, inconsistent shade or size families, and videos with missing or incorrectly formatted captions.

Getting attributes, images, and variants accepted the first time is what shortens review. That is the work Acenda is set up to do.

How do fees work on Ulta Beauty Marketplace?

Ulta Beauty Marketplace fees align with industry-standard marketplace commission and referral structures, with exact commercial terms set by Ulta Beauty and confirmed during onboarding. Acenda's platform fee is separate (flat rate per channel, never a percentage of sales).

Your own costs include shipping, returns handling, and catalog work such as images and attributes.

See Ulta Beauty Marketplace fees and Acenda's fees.

Book a demo and we'll walk through the fees for your setup.

An approved, pioneer partner on Ulta Beauty Marketplace

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 Acenda handles for Ulta Beauty

More on what Acenda handles for Ulta.

Listing content

Maps your catalog to Ulta’s category templates, including attributes, variants, and UPCs.

Images

Formats images to Ulta’s specs: the 2000×2000 main image, alternates, and swatch.

Rejections in plain language

Surfaces Ulta’s rejections so your team can fix them and resubmit, instead of decoding error codes.

Shades and sizes

Structures shade and size families once, the way Ulta expects. A wide shade range does not get rebuilt by hand as separate listings.

Inventory and price

Syncs inventory and price with your other channels.

Orders and tracking

Pulls orders, routes them to your warehouse, 3PL, or fulfillment partner, and sends tracking back so shipments are confirmed inside the 2-business-day window.

Payout reconciliation

Reconciles payouts order by order, so finance is not matching statements by hand.

One catalog

Runs Ulta from the same Acenda catalog you use for your other channels: one product record, channel-ready versions.

Acenda's platform fee is a flat rate per channel, never a percentage of sales. Book a demo and we'll walk through the fees for your setup.

Ulta Beauty Marketplace FAQ

What is Ulta Beauty Marketplace?

Ulta Beauty Marketplace (UB Marketplace) is Ulta Beauty’s curated, invitation-only marketplace for brands. It launched in October 2025 on Ulta.com and the Ulta Beauty app, and it runs on Mirakl. Invited brands sell alongside Ulta’s assortment in categories such as Wellness, Grooming & Personal Care, Luxury, Pro Tools & Tech, and Global Beauty. The brand ships the order to the guest.

Is Ulta Beauty Marketplace invite-only?

Yes. Participation is by invitation only, and it is open to brands, not general third-party resellers. Ulta reviews each brand and its proposed assortment against its product standards and assortment strategy. Ulta makes the final decision.

How do I get invited to sell on Ulta Beauty Marketplace?

Brands can apply through Ulta’s marketplace page. The application runs through RangeMe. Ulta reviews the application against its quality and brand standards. Approved brands receive an invitation, sign the marketplace agreement, upload the catalog, and go through Ulta’s item review before anything is live. When there is a good product fit, Acenda may also help nominate a qualified brand to the marketplace team. A nomination does not guarantee an invitation. Ulta always makes the final decision.

What are the requirements to sell on Ulta Beauty Marketplace?

Ulta asks for a U.S.-registered business with a W-9 (W-8 forms are not accepted), an EIN, a U.S. business address, and U.S. bank information. Orders ship from a U.S. fulfillment center to the lower 48 states, within 2 business days, via UPS, FedEx, USPS, or DHL, with tracking on every shipment. Every item needs a UPC, including bundles. Listings need Ulta’s category attributes, shade and size variants, a main image at least 2000×2000 pixels (up to seven alternates plus a swatch), a web product name of about 90 characters, and closed captions on any product video. Ulta reviews products, prices, and images before they go live. Requirements can change, so confirm current terms with Ulta during onboarding. See the requirements checklist.

Who fulfills Ulta Beauty Marketplace orders, and how do returns work?

The brand fulfills each order from its own U.S. operations and ships it to the guest with tracking. Eligible marketplace purchases can earn Ulta Beauty Rewards. Guests can return marketplace items to any Ulta Beauty store or by mail, so the brand’s returns process has to connect back to the channel. See fulfillment and returns.

What platform does Ulta Beauty Marketplace run on?

UB Marketplace is powered by Mirakl. Acenda connects the catalog, images, inventory, prices, orders, tracking, and order-by-order payout reconciliation for this marketplace from the same product catalog the brand uses on its other channels. Selling on Ulta is the job; Mirakl is the platform underneath it.

What are Acenda's fees for Ulta Beauty Marketplace?

Acenda's platform fee is a flat rate per channel, never a percentage of sales. Book a demo and we'll walk through the fees for your setup.

How long does it take to launch on Ulta Beauty Marketplace?

Ulta does not publish a fixed timeline. Catalog setup and Ulta’s item review usually take the longest. Brands that already have complete product data, UPCs, images at Ulta’s size, and connected U.S. fulfillment are in the best position to move through review. Book a demo for a realistic timeline for your catalog. Do not expect a promised number of weeks.

What are the fees to sell on Ulta Beauty Marketplace?

Ulta Beauty Marketplace fees align with industry-standard marketplace commission and referral structures, with exact commercial terms set by Ulta Beauty and confirmed during onboarding. Acenda's platform fee is separate (flat rate per channel, never a percentage of sales). See Ulta Beauty Marketplace fees.

Is Acenda an Ulta Beauty Marketplace partner?

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.

Sources: Ulta Beauty's marketplace page (ulta.com/marketplace) and Ulta Beauty's October 2025 UB Marketplace announcement.

Ready to launch on Ulta Beauty?

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