In March, Ulta Beauty unveiled its plans to launch a curated selection of offerings on TikTok Shop to better serve young, digitally native consumers. Announced during its March earnings call, the move is part of a strategic strengthening of the retailer’s digital presence, Ulta Beauty CEO Kecia Steelman said during the presentation. “We are excited about the opportunities — both on social and AI-enhanced commerce platforms — to bring our undeniably Ulta Beauty experience and assortment to life,” she said. “We will initially launch with a thoughtfully curated assortment of only-at-Ulta brands, which will add another exciting tool to our brand-building playbook.”
Fast forward four months to July 22, and Ulta Beauty rolled out phase two of its TikTokShop strategy: a TikTok Shop livestream collaboration with rapper Ice Spice to tease the September launch of her debut fragrance, In Ha Mood.
“We’re focused on creating exclusive launches and highly-anticipated moments [on Tiktok Shop] that inspire discovery, deepen guest engagement, and keep Ulta Beauty at the center of what’s next in fragrance and culture,” Linda Suliafu, Ulta Beauty’s vice president of merchandising, said in a statement to Glossy.
