Ulta Beauty scores a beauty retail social commerce first with 17th March launch on TikTok Shop

Ulta Beauty will this week become the first US specialty beauty retailer to launch on TikTok Shop.

With a go live date of 17th March, this will include a curated assortment of brands that are only available at Ulta.

“The launch enables us to meet guests in the moments that inspire them, reduce friction between content and commerce, and drive incremental growth by welcoming new to Ulta Beauty shoppers into our community,” says Chief Merchandising and Digital Officer Linda Brindley.

It follows UK retailer John Lewis on to the platform. Last week, John Lewis announced a 90-day pilot timed to help with Mother’s Day gifting, with the trial focusing on a curated edit of beauty and gifting items, instantly shoppable through TikTok Shop. 

This included a final drop of its Mother’s Day Beauty Box, featuring a collection of beauty products from brands including Jo Malone London, Augustinus Bader and Estee Lauder. 

2026 RTIH Innovation Awards

Social commerce will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.