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Ulta Beauty’s Marketplace Launch and the Consumer Backlash

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Kevin James Bennett
Oct 17, 2025
∙ Paid

Ulta Beauty just rolled out its shiny new UB Marketplace a few weeks ago, but not everyone’s thrilled about it. The beauty retailer officially launched its marketplace offerings online, featuring more than 100 new brands. However, customers have complained loudly on social platforms (especially on Reddit) about the UB Marketplace not functioning correctly with Ulta Beauty shopping filters and the marketplace's failure to integrate with Ulta Beauty Rewards.

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