US beauty speciality retailer Ulta Beauty has entered partnered omnichannel marketing platform Lucky to offer a transformative approach to consumer shopping experiences for beauty goods. 

The partnership will enable beauty companies to integrate their direct-to-consumer (DTC) online platforms and promotional activities with the comprehensive inventory available at Ulta Beauty's physical locations. 

It will enable consumers to check the availability of their desired beauty products at nearby Ulta Beauty locations in real time while browsing brand websites.  

Using Ulta Beauty's network of more than 1,400 stores across all 50 US states, the alliance is set to provide beauty enthusiasts with a swift and convenient method to access their favourite products from a reliable local source.  

The beauty company offers more than 25,000 products from 600 established and up-and-coming brands. 

The integration with Lucky's platform allows Ulta Beauty to facilitate direct connections between brands and local stores for online order fulfilment. 

The move facilitates immediate product location and acquisition, offering same-day pickup and local store delivery. 

Customers can collect their online purchases in-store or opt for home delivery, enhancing the accessibility of many beauty items. 

Lucky co-founder Sneh Parmar stated: "The partnership between Lucky and Ulta Beauty represents a critical connection in the beauty retail landscape. 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." 

Ulta Beauty's inventory and supply chain are leveraged within this partnership to support omnichannel fulfilment at a national level.  

As of 3 February 2024, merchandise inventories amounted to $1.7bn net, up from $1.6bn on 28 January 2023 - an increase of $138.7m, or 8.6%. The inventory reserve stood at $45,360 on 3 February 2024. 

In 2023, net sales grew by 9.8%, reaching $11.2bn, while comparable sales rose by 5.7% in comparison to fiscal 2022. Operating profit saw a 2.4% increase, totalling $1.7bn, which represents 15.0% of total sales.