Ulta Beauty ’s marketplace is officially open for business, with 100 new brands on deck.

According to the Bolingbrook, Ill.-based retailer, UB Marketplace will expand Ulta’s e-commerce presence by offering shoppers a broader assortment across beauty , wellness and adjacent lifestyle categories. It is integrated into the Ulta Beauty shopping experience on ulta.com and the Ulta Beauty app, with unified search, cart and checkout, Ulta Beauty Rewards on eligible purchases, and in-store returns.

“UB Marketplace allows us to deliver more newness, faster entry into emerging subcategories and trends, and deeper category authority — while keeping the guest experience unmistakably Ulta Beauty,” said Lauren Brindley, chief merchandising and digital officer at Ulta Beauty.

The platform is o

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