Ulta Beauty opens livestream events, bringing new opportunities to brand partners

Jul 20, 2023
Written by WR Communications


Ulta Beauty, the country’s leading beauty retailer, has partnered with livestream shopping platform Buywith. This initiative provides Ulta’s brand partners a platform to host live shopping events, creating real-time interactions with customers. It Cosmetics, an early adopter, began hosting livestream promotions on the Ulta site in June 2023.

Ulta Beauty’s Senior Director of Digital Innovation, Agustina Sartori, emphasized the unique value of live shopping in engaging beauty enthusiasts. The successful prior collaboration with Buywith led to the natural progression of bringing brand partners on board. This experiment will offer opportunities for further learning and optimization of this interactive touchpoint.

Adi Ronen, Co-founder, and CEO of Buywith, also expressed enthusiasm about the partnership. He anticipates that the collaboration will empower Ulta’s brand partners to leverage the power of live shopping and provide a unique, interactive experience for beauty enthusiasts.

Besides this, Ulta Beauty is transforming its digital retail operations using Google Cloud technology. This digital overhaul aims to deliver a personalized customer experience. Implementing Google Cloud, Google Kubernetes Engine (GKE), and Google Cloud’s Anthos will facilitate this transformation, resulting in significant savings in additional licensing fees.

The company is launching its revamped e-commerce platform with distinct microservices performing unique functions, enabling quicker development and testing of new features. Although these interconnected microservices can introduce new system complexities at scale, the innovation marks a significant stride in enhancing Ulta Beauty’s digital retail operations.


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