Beauty and wellness retailer Ulta Beauty will launch a storefront on TikTok Shop on March 17, CEO Kecia Steelman announced during the company’s fourth-quarter earnings call. The storefront will open with more than 15 brands across makeup, skincare, hair, and fragrance, as well as more than 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.

Exclusive Features and Creator Partnerships

Ulta Beauty is positioning its TikTok storefront around curation and exclusivity. The retailer will offer TikTok Shop-only bundles, early-access opportunities with brand partners, and creator affiliate programs operating on performance-based commission structures. The company also plans to test livestream selling and creator-driven educational content formats.

“Partnering with TikTok Shop is a strategic and complementary extension of our discovery ecosystem,” Lauren Brindley, Chief Merchandising & Digital Officer at Ulta Beauty, told Chain Store Age. “It allows us to meet customers 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.”

The TikTok Shop launch builds on an existing partnership with TikTok and follows the fall 2025 opening of an Ulta Beauty digital marketplace.

Financial Results

Steelman made the announcement alongside the company’s Q4 and full-year fiscal 2025 results. Net sales for the fourth quarter grew 11.8% year over year to $3.9 billion, driven by a 5.8% increase in comparable sales and the acquisition of Space NK. Comp growth broke down into a 4.2% increase in average ticket and a 1.6% rise in transactions. Gross profit grew 11.2% to $1.5 billion, while operating income reached $476.9 million, or 12.2% of net sales.

Full-year fiscal 2025 net sales grew 9.7% to $12.4 billion. For fiscal 2026, the company projects net sales growth of 6% to 7% and comparable sales growth of 2.5% to 3.5%.

TD Cowen analysts noted the softer 2026 comp outlook relative to fiscal 2025’s 5.4% growth, citing tougher comparisons and more normalized category growth, while flagging that the guidance “could be conservative” given solid February-into-March trends.

Platform Context

A February YouGov survey found that among daily TikTok users who discovered new products through influencers, one in 10 reported spending $100 or more on makeup in the past three months. TikTok beauty spenders also showed higher awareness of beauty ads than the general population, with Ulta among brands registering the highest ad recall.

According to eMarketer, TikTok Shop is projected to generate more U.S. ecommerce sales this year than Target, Costco, Best Buy, and Kroger.