Ulta Beauty's Marketplace Launch - Curation vs. Scale | Fast Five Shorts

Ulta Beauty officially launches its marketplace powered by Mirakl! Sponsored by the A&M Consumer and Retail Group, Mirakl, Ocampo Capital, Infios, and Quorso.

The beauty retailer is taking a curated, invitation-only approach to third-party sellers, integrating marketplace listings with unified search, shopping carts, and checkout. Customers can earn Ulta Beauty rewards points on marketplace purchases but can't redeem them on marketplace items... a interesting twist that sparked debate among our panel.

Manola Soler shares her expertise on what Ulta needs to get right, balancing breadth of assortment with curation, and how to scale faster without sacrificing brand integrity. We also discuss the challenges of the loyalty program integration and why beauty marketplaces require a different approach than mass retail.

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