Ulta Beauty Marketplace categories: where Ulta is adding brands

This page is part of the sell on Ulta Beauty Marketplace guide.

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

What categories does Ulta Beauty Marketplace focus on?

When Ulta Beauty launched UB Marketplace in October 2025, it named Wellness; Grooming and Personal Care; Luxury; Pro Tools and Tech Innovations; and Global Beauty as launch categories. Ulta said marketplace brands supplement the core assortment across makeup, skincare, haircare, fragrance, and wellness, while tapping into new and complementary subcategories and trends.

Ulta's annual report for fiscal 2025 groups the marketplace assortment into beauty tools and tech, discovery (including global beauty), grooming, luxe, personal care, pro, and wellness, including spa, home fragrance, and fitness.

Why is Ulta adding categories through the marketplace?

Ulta's stated purpose, from the October 2025 release, is that UB Marketplace delivers more newness, faster entry into emerging subcategories and trends, and deeper category authority.

At launch, Ulta said it would scale the assortment over the following 12 to 18 months.

How does Ulta judge fit?

Participation is by invitation only. Ulta says it will carefully select brands so the assortment stays curated and aligned with its strategy.

You upload a proposed assortment. Ulta's Marketplace team reviews it against Ulta's product standards and assortment strategy, in partnership with the brand. Ulta makes the final decision.

How to judge your own fit

These are Acenda's questions, not Ulta's criteria. Does your line add something Ulta's core assortment lacks? Are you the brand owner, not a reseller? Can you meet the U.S. business, U.S. fulfillment, and UPC basics?

Start with Ulta Beauty Marketplace requirements and introductions and nominations.

Frequently asked questions

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