Beginning May 19, brands sold at Ulta Beauty will be able to connect with their communities of beauty enthusiasts via UB Media, a new retail media network created by the retailer. UB Media will offer brands better access to their loyal consumers based on Ulta’s rich data from their Ultamate Rewards Members, allowing them to personalize consumer engagement, drive growth, and fuel measurable returns. Ultamate Rewards is a free program offered by Ulta that rewards loyal shoppers with exclusive deals.

“UB Media harnesses the power of our unmatched, first-party data from our 37 million loyal members to transform the way our brand partners can connect with beauty lovers,” said Brent Rosso, Vice President, UB Media. “No one knows the beauty industry and its audience like Ulta Beauty. Our new offering reinforces our ability to engage guests where, when, and how they want to connect, with hyper-focused advertising efforts in a dynamic ecosystem and further elevates our position as brand partner of choice.”

At launch, the new group offers advertising access via offsite display, videos, social and influencer, as well as onsite sponsored products. Onsite display inventory on Ulta Beauty-owned properties is one of the core offerings activated this year.

Additionally, brand partners using the new platform will have access to closed-loop campaign-level reporting, including audience and creative insights.