Ulta’s Blueprint for Digital Beauty

Apr 1, 2025

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Feat. Josh Friedman

Live from Shoptalk Spring in Las Vegas, Phillip and Brian sit down with Josh Friedman, VP of Digital & eCommerce at Ulta Beauty, for an insider look at how one of America’s leading beauty retailers is evolving its digital experience. From launching a curated, invitation-only marketplace to expanding into wellness and enhancing in-app experiences, Josh shares how Ulta is blending personalization, innovation, and culture to deepen customer relationships. If you're in ecommerce or retail, this episode is packed with insights on community, category expansion, and retail media.

Extending the Endless Aisle

Key takeaways:

Curation Over Clutter: Ulta’s invitation-only marketplace prioritizes strategic brand extension over endless assortment, reinforcing its role as a tastemaker rather than a commodity platform.
Wellness as a Growth Frontier: Ulta is capitalizing on consumer perception and search behavior to deepen its presence in wellness, positioning beauty and wellbeing as an integrated lifestyle category.
Omnichannel Experience, Reinvented: The Ulta app serves as a central digital companion—bridging AR try-ons, real-time inventory, and event discovery to create a seamless, pre- and post-store journey.
Community-Led Commerce: Ulta’s growing in-app community fosters peer-to-peer engagement and brand interaction, transforming customer relationships into participatory ecosystems.
Tech-Enabled Personalization at Scale: Leveraging Adobe, Miracle, and Databricks, Ulta is advancing real-time personalization, AI-powered merchandising, and a retail media network that integrates seamlessly into its broader ecommerce infrastructure.
“We're not going after an endless aisle. We're really just going after an extender.” – Josh Friedman
“We want the app to be the destination to have beauty and wellness.” – Josh Friedman
“We owe it to our customers to requite them with a personalized experience that’s relevant to them.” – Josh Friedman
“Marketplace should be a gateway into experimenting, growing a bit of a business, and becoming a candidate for our physical shelves.” – Josh Friedman
“We all have to understand AI-driven commerce as a totally new mode of shopping—it’s not just a new channel.” – Phillip Jackson

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