NielsenIQ (NIQ) and Ulta Beauty announced a strategic data sharing collaboration to expand industry visibility into the U.S. beauty marketplace and strengthen decision-making for brands and retailers.

Ulta Beauty will share sales data for inclusion in NIQ’s forthcoming Full View of Beauty channel, significantly enhancing omnichannel measurement across prestige and mass beauty and wellness. 

NIQ’s Full View of Beauty integrates retail measurement with consumer-level insights to provide a comprehensive view of what consumers buy, where they shop, and why. 

Ulta Beauty’s participation expands coverage and depth within the channel, sharpening visibility into beauty, one of retail’s most dynamic and influential categories.

Jacqueline Flam, Managing Director, Beauty & Health, NIQ, said,

“As the largest specialty beauty retailer in the U.S., Ulta Beauty plays a defining role in where the category is headed. This collaboration accelerates our mission to democratize access to beauty data, giving brands of every size the clarity and confidence to turn insight into action through NIQ’s Full View of Beauty.”

Additionally, Ulta Beauty will leverage NIQ as a primary beauty insights panel provider, using NIQ’s Omnishopper and Digital Purchases solutions to support enterprise-wide insights and analytics. 

For beauty brands, the collaboration represents a meaningful expansion in access to high-quality, actionable intelligence, helping brands of all sizes inform assortment strategy, accelerate innovation, optimize go-to-market plans, and make faster, more confident decisions in a complex and competitive marketplace.

Lauren Brindley, Chief Merchandising Officer, Ulta Beauty, commented,

“Ulta Beauty is a leading authority on beauty and consumer trends, informed by our nearly 47 million loyalty members and unmatched insight into how consumers discover, explore, and shop the category. Our collaboration with NIQ will help translate that insight into smarter decisions for our business and our brand partners, reinforcing our commitment to building brands and driving growth across the beauty ecosystem.”

The collaboration brings together Ulta Beauty’s scale, leadership, and deep consumer connection with NIQ’s industry-leading measurement and behavioral intelligence, delivering a more complete, actionable understanding of how beauty consumers shop brands, categories, and channels.

Photo: Shutterstock/ Ken Wolter