Ulta Beauty has teamed up with retail connectivity provider Lucky to connect beauty brands’ direct-to-consumer (DTC) websites with Ulta’s in-store inventory.
Customers at over 1,400 locations can now view real-time product availability online and choose same-day pickup or home delivery from their nearest store.
This integration allows customers to shop for makeup, skincare, haircare, and fragrance products with greater flexibility, according to both companies.
“The partnership between Lucky and Ulta Beauty represents a critical connection in the beauty retail landscape,” said Sneh Parmar, co-founder of Lucky.
“As beauty consumers increasingly demand seamless, omnichannel shopping experiences, it’s crucial for brands to adapt and innovate.
“By integrating Ulta Beauty’s in-store inventory with their DTC websites and marketing, beauty brands can now offer their customers unparalleled convenience, flexibility, and choice.”
The partnership follows a similar initiative by Bloomingdale’s, which began working with Lucky in December 2024.
Bloomingdale’s now enables luxury brands to sync their in-store stock with their DTC websites, providing a consistent experience for high-end shoppers.
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