Ulta Beauty has officially launched on TikTok Shop – becoming the first specialty beauty and wellness retailer in the US to debut on the platform.
The US beauty retailer’s investment is part of its “decisive” move into social commerce, and meeting consumers – especially Gen Z – where they shop today, opting to partner with the core player rather than compete.
Ulta Beauty’s TikTok Shop claims to deliver an in-platform path from beauty and wellness content to checkout, offering curated exclusives, TikTok Shop-only bundles (both single and multi-brand) and early-access moments with brand partners.
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“As the beauty and wellness authority, we see first-hand how discovery is happening everywhere today – and social platforms play an increasingly influential role in how guests engage with brands,” said Lauren Brindley, Chief Merchandising and Digital Officer at Ulta Beauty.
“Partnering with TikTok Shop is a strategic and complementary extension of our discovery ecosystem.
“It allows us to meet guests in the moments that inspire them, reduce friction between content and commerce, and drive incremental growth by welcoming new-to Ulta Beauty shoppers into our community.
“Just as importantly, it strengthens our role as the partner of choice for brands.
Isima is among the brands in Ulta Beauty’s TikTok Shop curation
“Adding another powerful tool in our brand-building playbook, and giving them new, creator-powered ways to launch, tell their stories, scale with us and globalise.”
Launching on TikTok Shop is also said to support Ulta Beauty’s broader digital acceleration strategy and unlock incremental guest acquisition – positioned as complementary to the retailer’s existing ecommerce business.
Ulta Beauty currently has more than 46 million loyalty members and a discovery-led ecosystem that spans physical stores, beauty advisors, sampling, events and digital.
The company’s new TikTok Shop launches with 15-plus brands that span make-up, skin care, hair care and fragrance, alongside 25-plus exclusive bundles.
Ulta Beauty’s Collection, NOYZ, Isima, Made By Mitchell, Dibs, DRMTLGY, Polite Society, Maelys, Squishmallows Fragrances and Iconic by Paris Hilton are among the brands included.
Creator-powered discovery is also key to Ulta Beauty’s TikTok Shop strategy, with the retailer partnering with creators and affiliates through performance-based commission programmes.
Lead image: Adobe Stock.
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