Ulta Beauty will launch on TikTok Shop on March 17 in a bid to continue to extend its digital shelf to the places where its customers are discovering products.
Since ending its shop-in-shop arrangement with Target last year (the in-store shops will all be removed by this August), Ulta has been doubling down on its digital acceleration strategy, which also included the launch of a third-party marketplace. Ulta sees TikTok as another lever in that strategy, offering the ability to unlock new formats like livestream selling and creator-driven education. The TikTok Shop launch builds on Ulta’s growing partnership with TikTok, which earlier this year hosted the Ulta Beauty “Game Face” headquarters at its IRL “Clubhouse” creator hub during the Super Bowl.
“As the beauty and wellness authority, we see firsthand 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 in a statement. “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,” Brindley added. “Just as importantly, it strengthens our role as the partner of choice for brands — 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 globalize.”
Ulta Designs its TikTok Shop to be ‘Distinctive’
Ulta Beauty’s TikTok Shop will launch with more than 15 brands spanning makeup, skincare, hair and fragrance, alongside 25+ exclusive bundles. Among the brands that will be featured are Ulta Beauty Collection, NOYZ, Isima, Made By Mitchell, Dibs, DRMTLGY, Polite Society, Maelys, Squishmallows Fragrances and Iconic by Paris Hilton. The Shop is designed to be “distinctive,” according to a company statement, with plans for curated exclusives, TikTok Shop-only bundles (both single- and multi-brand) and early-access moments with brand partners.
Creator-powered discovery will be central to Ulta Beauty’s TikTok Shop strategy. The brand is partnering with TikTok creators and affiliates through performance-based commission programs that spotlight the retailer’s “Only @ Ulta” assortment.
