Ulta Beauty previewed a major new initiative in its social video plans, announcing during its fourth-quarter earnings call on March 12 that it would launch on TikTok Shop.

Kecia Steelman, the president, CEO and director at Ulta Beauty, told investors on the call that TikTok would “be another quiver for us to continue to engage with new guests.”

She said the “expanded strategic integration with TikTok” would happen in the coming week.

Ulta Beauty ranks No. 37 in the Top 2000 Database. The database is Digital Commerce 360’s ranking of North America’s leading online retailers by annual web sales. It is also among the top five online retailers in the Health & Beauty category from the Top 2000.

Why Ulta Beauty is selling on TikTok Shop

“Next week, we will launch Ulta Beauty on TikTok Shop, where guests can purchase immediately as they engage with content from Ulta Beauty and our brands on the platform,” Steelman said during the call. “We are excited about the opportunities both social and AI-enhanced commerce platforms are providing us to bring our undeniably Ulta Beauty experience and assortment to life.”

Ulta Beauty uses artificial intelligence (AI) in multiple ways for personalization, interactive experiences and more. In addition, the company has been working with AI agents, tasked with performing actions on behalf of its employees, and plans a wider rollout of that technology in 2026.

As for Ulta Beauty’s newest push, its efforts follow other retailers on TikTok Shop, including Newegg, SharkNinja and Benefit Cosmetics.

“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,” Steelman said.

Ulta Beauty’s earnings results for Q4

Also during the March 12 call, Steelman discussed recent accomplishments from Ulta Beauty’s fiscal Q4 and full year, which ended on Jan. 31. The company saw its net sales climb 11.8% year over year during the quarter, concluding a year where Steelman said Ulta Beauty got its “swagger” back.

For the full year, Steelman noted that Ulta Beauty “drove 5.4% comparable sales growth and positive comp growth across all categories,” in addition to growing its loyalty program “by 5% to a record 46.7 million active members.”

Those efforts were strengthened by results online as well.

“We delivered greater app engagement with approximately 60% of online sales made through the app and drove active app users up 15% year-over-year,” she said.

Do you rank in our databases? 

Submit your data and we’ll see where you fit in our next ranking update.

Sign up

Stay on top of the latest developments in the online retail industry. Sign up for a complimentary subscription to Digital Commerce 360 Retail News. Follow us on LinkedIn, TikTok, X (formerly Twitter), Facebook and YouTube. Be the first to know when Digital Commerce 360 publishes news content.