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Brief

Ulta Beauty

Beauty Retail

Ulta Beauty offers consumers the widest assortment of beauty products across all price points in a single destination, while providing beauty brands with access to a massive, highly engaged first-party audience through its retail media network.

Last updated Oct 26, 2026 by ATDb automated enrichment · Connections updated Oct 26, 2026

Founded
1990
HQ
Bolingbrook, Illinois, United States
Connections
14

AI-drafted from public sources2 sources cited

At a glance

Employees
10001+
Revenue
$10B+
Stock
ULTA
12integrations
Customer Data PlatformRetail Media Platform

About

Largest specialty beauty retailer in the United States, with a growing retail media network (UB Media) monetizing its first-party loyalty data

Ulta Beauty is America's largest beauty retailer, offering a unique combination of prestige, mass, and salon products under one roof. Founded in 1990 and headquartered in Bolingbrook, Illinois, the company operates more than 1,350 stores across all 50 states, complemented by a strong digital presence. Its product assortment spans cosmetics, skincare, haircare, fragrance, and salon services, covering both drugstore and luxury price points from thousands of brands including MAC, Morphe, Fenty Beauty, and The Ordinary.

Business model

Retail / Retail Media Network

Target market

Beauty consumers (B2C); Beauty brands and advertisers (B2B via retail media)

What they offer

  • UB Media (Retail Media Network)

    Ulta Beauty's retail media network enabling beauty brands to advertise across Ulta's owned digital properties, in-store screens, and off-site programmatic channels using first-party loyalty data.

  • Ultamate Rewards

    Loyalty program with over 40 million members generating rich first-party purchase and behavioral data used for personalization and targeted advertising.

  • Ulta Beauty App

    Mobile app offering personalized product recommendations, loyalty tracking, virtual try-on features, and exclusive offers.

  • GLAMlab

    Virtual try-on tool embedded in the app and website allowing consumers to digitally test makeup products before purchasing.

  • Ulta.com

    E-commerce platform offering the full product assortment with personalized recommendations and loyalty integration.

  • In-Store Salon Services

    Full-service hair, skin, and brow services offered within Ulta store locations.

Key features

40M+ member first-party loyalty data assetRetail media network (UB Media) for beauty brand advertisersOmnichannel presence across 1,350+ stores and digitalVirtual try-on via GLAMlabBroad assortment spanning mass to prestige beautyPersonalized marketing powered by loyalty dataIn-store salon services driving repeat visits

Use cases

Beauty brands running targeted advertising campaigns via UB MediaPersonalized product recommendations for loyalty membersIn-store and digital beauty discovery and trial via GLAMlabInfluencer and brand partnership campaigns amplified through Ulta channelsCRM and email marketing to segmented loyalty audiencesProgrammatic off-site advertising using Ulta first-party data

Customer segments

Beauty consumers across all demographicsBeauty and personal care brands seeking retail media advertisingPrestige beauty shoppersMass market beauty shoppersSalon services customers

Tech & specs

Technology stack

Salesforce (CRM and marketing automation)Adobe Experience CloudAugmented reality (GLAMlab virtual try-on)Proprietary loyalty and data platformProgrammatic advertising infrastructure (UB Media)

Security & compliance

CCPAPCI DSS

Deployment

Cloud

API

Limited

Explore further

3 views
On the AtlasRetail Media NetworksOn the Mapby country + regionOn the GraphNetwork around Ulta Beauty