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Officials say the initiative supports the company's broader digital acceleration strategy.
March 16, 2026
By: Lianna Albrizio
Associate Editor
Ulta Beauty has launched on TikTok Shop, and it’s reportedly among the first beauty and wellness retailers to debut on the platform.
The move, officials say, reflects a shift in how consumers are discovering products in content feeds and expecting to buy in real-time. The company is reportedly powered by over 46 million loyalty members and a discovery-led ecosystem spanning stores, beauty advisors, sampling, events and digital – while building on its growing partnership with TikTok, including recent cultural moments.
“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. “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 – 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 Beauty’s TikTok Shop launches with over 15 brands spanning makeup, skincare, hair, and fragrance, alongside over 25 exclusive bundles.
Launch brands include Ulta Beauty Collection; NOYZ; isima; Made By Mitchell; Dibs; DRMTLGY; Polite Society; Maelys; Squishmallows Fragrances; and Iconic by Paris Hilton, among others.
The Shop is designed to be distinctive, with curated exclusives, TikTok Shop-only bundles (both single- and multi-brand bundles), and early-access moments with brand partners.
The retailer is partnering with TikTok creators and affiliates through performance-based commission programs that spotlight Ulta Beauty’s expansive “Only @ Ulta” assortment – including exclusive bundles and TikTok Shop–first drops – helping turn engaging content into trial and sales.
TikTok Shop also unlocks new formats for Ulta Beauty and its brand partners, including livestream selling and creator-driven education that connect founders, content creators, Ulta Beauty associates and guests directly in-platform. These TikTok-native formats bring the “try, learn, discover” energy of Ulta Beauty to life in a new channel, officials said.
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