New Channel, New Opportunities
TikTok Shop has rapidly emerged as a major force in beauty commerce, driving viral product moments and creator-led product education that can move inventory fast. Historically, some brands and retailers have avoided TikTok Shop, viewing it as more closely associated with discount-driven direct sales than with curated retail environments. However, Ulta Beauty’s entrance into the platform may begin to reshape that narrative.
As the old saying goes, “If you can’t beat ’em, join ’em.” Ulta Beauty is the first beauty retailer to take that leap, but others will certainly be watching closely to see if they should follow.
The retailer frames TikTok Shop not as a replacement for traditional channels but as a complementary extension of its platform, which includes more than 46 million loyalty members, over 1,400 stores, and a growing digital footprint.
“Our goal is to acquire new-to-Ulta Beauty guests by meeting them in the moment of discovery on TikTok Shop and bringing them into our broader ecosystem,” said Brindley.
The opportunity extends beyond Ulta Beauty itself to the retailer’s brand partners.
“When we activate in partnership with brands—through curated assortments, education, creator-led storytelling, livestream, and exclusive bundles_we can create a stronger halo effect that builds awareness and trial on TikTok and then carries into brands’ broader momentum across channels, including Ulta Beauty stores and e-commerce,” said Brindley.
Ulta Beauty’s TikTok Shop will launch with more than 15 brands across makeup, skincare, haircare, and fragrance, along with over 25 exclusive product bundles.
Initial brands include:
Ulta Beauty CollectionNoyzIsimaMade By MitchellAnuaLive TintedAbout-faceDibsDRMTLGYPolite SocietyMaëlysSquishmallows FragrancesIconic by Paris Hilton
Many of the featured brands come from Ulta Beauty’s “Only at Ulta” assortment, spanning a range of price points to reflect the breadth of the Ulta Beauty assortment. The curated assortment at launch is intentional, according to Brindley, allowing the retailer to deliver its signature retail experience in a new channel while supporting brand building.
“From there, we’ll expand thoughtfully with additional brands—including wellness—and continued newness through the spring and summer,” she added.
The retailer also plans to introduce TikTok Shop–exclusive bundles and early-access product drops to encourage discovery and trial on the platform.
Ulta Beauty’s TikTok Shop Strategy: Creator-Driven Discovery
The retailer plans to partner with TikTok creators and affiliates through performance-based commission programs, enabling creators to showcase Ulta Beauty’s assortment while generating sales directly through the platform.
TikTok-native formats such as livestream selling, creator tutorials, and founder education sessions will also help bring Ulta Beauty’s discovery model to life on the platform. In many ways, the approach mirrors what happens in Ulta Beauty’s physical stores, where beauty advisors guide customers through the path from discovery to purchase, but translated into a social, creator-driven environment.
Ulta Beauty’s TikTok Shop launch comes amid a broader series of strategic moves aimed at accelerating growth and expanding the retailer’s influence across emerging categories and channels. Earlier this year, the company launched a wellness shop-in-shop pilot program, signaling a deeper investment in the convergence of beauty, wellness, and health. It also recently introduced UB Marketplace, allowing third-party brands to sell through its digital platform.
Taken together, the initiatives reflect a renewed confidence among the retailer’s leadership. On the company’s most recent earnings call, Ulta Beauty reported an 11.8% increase in net sales, with CEO Kecia Steelman suggesting the company has “got [its] swagger back” following the successful execution of its turnaround strategy.
That confidence, Brindley explained, stems from the strength of the company’s ecosystem.
“With 46+ million loyalty members, deep brand partnerships, and a discovery-led model that connects stores, beauty advisors, sampling, events, and digital, we have a powerful foundation to keep innovating with purpose,” she said.
Making one bold move after another, Ulta Beauty is rapidly building on that foundation, giving guests more opportunities to discover what’s next in beauty and wellness, and giving brands new ways to launch, build awareness, and convert social buzz into purchase.
“As we learn what resonates most, we’ll continue to scale what works and lead the next chapter of discovery.”
