"We are pleased to announce today an expanded strategic integration with TikTok. Next week, we will launch Ulta Beauty on TikTok Shop, where guests can purchase immediately as they engage with content from Ulta Beauty and our brands on the platform."
"We are excited about the opportunities - both on social and AI-enhanced commerce platforms - to bring our undeniably Ulta Beauty experience and assortment to life. We will initially launch with a thoughtfully curated assortment of only-at-Ulta brands, which will add another exciting tool to our brand-building playbook."
"We reignited our culture and reinvigorated our brand, and our guests, associates and brand partners took notice. We did this through decisive organizational changes that accelerated decision-making and aligned teams and resources around guest-centric goals."
Ulta Beauty announced its expansion onto TikTok Shop, becoming one of the first multi-brand retailers to join the marketplace alongside retailers like Pacsun and Revolve. The launch features a curated assortment of exclusive Ulta brands and represents part of the company's broader digital strategy. This announcement came during Ulta Beauty's fourth quarter 2025 earnings call, a period marked by strong performance including 11.8% net sales growth. Growth drivers included fragrance and skincare sales, over 100 new brand launches, international expansion, and 15% app sales growth. CEO Kecia Steelman emphasized the company's focus on AI-enhanced commerce platforms and strengthening its digital presence to deliver the Ulta Beauty experience across multiple channels.
Read at Digiday
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