Ulta Beauty announced a partnership with Google Gemini that embeds the generative AI platform into its website and mobile app, creating a new agentic commerce experience for beauty shoppers. The integration allows customers to receive product recommendations, compare options, and complete purchases directly within Google’s AI Mode in Search and the Gemini app, as well as on Ulta’s own digital properties.
The collaboration is built on Google’s Universal Commerce Protocol, an open standard that lets shoppers move from discovery to checkout without leaving the AI interface. “Ulta Beauty engaged early with UCP because we see a clear shift in how guests are discovering and shopping for beauty, with AI playing a much bigger role in that journey,” said Mike Maresca, chief technology and transformation officer at Ulta Beauty. “We believe AI has the potential to elevate personalization to a new level and in partnership with Google, we’re helping turn that potential into experiences that better serve our guests.”
The partnership extends Ulta’s 46‑million‑member loyalty program into Google’s ecosystem, deepening customer engagement and providing valuable data insights. “Ulta Beauty has always been about inspiring guests’ discovery through trusted expertise and curated choice,” said Lauren Brindley, chief merchandising and digital officer. “Now, we’re extending that same strength into AI‑powered shopping experiences, making beauty discovery more seamless, personalized and shoppable wherever it happens.”
By integrating Gemini AI, Ulta positions itself against competitors such as Sephora, which are also investing in AI‑driven personalization. “Agentic AI has great potential to make online shopping easier for everyone, at every stage in the shopping journey — and Ulta Beauty’s implementation of the Universal Commerce Protocol is a vital step toward that future,” said Ashish Gupta, vice president and general manager of Merchant Shopping at Google. The move captures shoppers earlier in the decision journey and could provide a competitive edge in a market where AI is becoming a key differentiator.
The partnership aligns with Ulta’s broader digital transformation and Project SOAP, underscoring the retailer’s commitment to open standards and scalable technology. “By combining Gemini Enterprise with Ulta Beauty’s data, systems and commerce infrastructure, we’re creating a more agile platform to innovate faster and scale new experiences across our digital ecosystem,” said Maresca. The collaboration demonstrates Ulta’s readiness to leverage AI to drive growth and operational efficiency.
While the partnership offers frictionless shopping, it may also dilute the direct relationship between Ulta and its customers. “By integrating UCP, Ulta Beauty is removing friction and helping their customers purchase right at the moment of discovery in AI Mode in Search and the Gemini app,” said Gupta. The trade‑off highlights the need for Ulta to balance third‑party AI convenience with maintaining a strong brand‑customer connection.
The partnership marks a milestone in Ulta’s evolution toward AI‑driven commerce, potentially reshaping how beauty products are discovered, compared, and purchased. By embedding Gemini AI and leveraging the Universal Commerce Protocol, Ulta is positioning itself at the forefront of the next era of retail, where AI‑powered, agentic shopping experiences become the norm.
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