What is the new feature Ulta Beauty online Marketplace?
I happened to run into this Ulta online marketplace when I was looking into what was new in cruelty-free brands at Ulta.com. So What is the new feature Ulta Beauty online Marketplace?
This wasn’t something that was loudly announced by Ulta to its customers. I happened to notice one of the brands I was looking at had tiny print below the add to cart button.
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When asked whether it’s important that consumers know they are shopping via a marketplace, Josh Friedman, the senior vice president of e-commerce and digital at Ulta Beauty, responded: “We don’t think it’s terribly important that they know that.” SAY WHAT???
So What is Ulta Beauty online Marketplace?
It is a curated selection of brands across beauty and wellness, selected and vetted by Ulta Beauty. It’s designed to supplement the brands currently available on Ulta.com expanding across makeup, skincare, haircare, fragrance and wellness – while tapping into new and complementary subcategories and trends
The Ulta beauty online Marketplace expands Ulta Beauty offers so guests a broader, complementary assortment across beauty, wellness and adjacent lifestyle categories. UB Marketplace is integrated into the Ulta Beauty shopping experience on ulta.com and the Ulta Beauty app to deliver a seamless guest experience, with unified search, cart and checkout, Ulta Beauty offers convenient in-store returns for UB Marketplace items. The platform is only open, by invitation, to brands and not third-party sellers.
Ulta Beauty Rewards Points may not be redeemed for Ulta Beauty online Marketplace Products.
- Marketplace Products are excluded from the Ulta Beauty Rewards® Credit Card 20% off first purchase discount. If multiple items are in the bag, the discount will apply only to eligible items.
- Coupons Not valid at Ulta UB Marketplace™ transactions, Ulta Beauty via third-party marketplaces, Ulta Beauty auto-replenish orders or purchases made outside of the United States.
- While shoppers can earn Ulta Beauty Rewards points on marketplace purchases, they cannot redeem those points on marketplace listed items at Ulta.com.
Ulta has no plans to offer a filter to remove Ulta Beauty onlineMarketplace listings, Ulta Beauty told Retail Dive it did not have such a function, noting instead that product pages have a clear UB Marketplace label on them. So take note of the tiny fine print pointing in this out.
Honestly I found it harder to find new Items that are resident to in store or online purchases at Ulta that were not market place items. It really messes up the ability to quickly find out what’s new.
I am I really interested in Ulta Beauty online marketplace items I found? Not really. So much of it seems like niche items I wouldn’t naturally seek out. It also looks like these online marketplace items will not be subject to Ulta’s sales. I recently bought some wellness items on Ulta that were on sale and had coupon that could be added to my cart. I want that coupon code and the ability to redeem my points on items I’m purchasing. I wanted to you to be aware before the holiday shopping season started.
