Ulta Beauty customer story
Ulta Beauty Customer Story

How Ulta Beauty is digitally transforming their business with headless commerce and MACH architecture.

Customer Possibility Story of how Ulta Beauty migrated to a MACH architecture to enhance omnichannel capabilities and consumer experience
Ulta Beauty customer logo
Since opening the first store in 1990, Ulta Beauty has grown to become the largest US beauty retailer and the premier beauty destination for cosmetics, fragrance, skin care products, hair care products, and salon services. Ulta Beauty offers more than 25,000 products from approximately 500 beauty brands across all categories and price points, including their private label Ulta Beauty Collection.
Days to Launch BOPIS
Commerce APIs
  • B2C
  • Retail
  • Oracle ATG
  • Americas

The Challenge

Ulta Beauty’s monolithic platform could no longer meet their commerce needs, so they decided to rethink all of their technology and make the move to modern commerce architecture across their entire organization.

Moving away from the monolith towards a MACH architecture opens up ways to enhance omnichannel capabilities for Ulta Beauty and their consumer experience like never before. Expanding into new markets while scaling up existing ones has become day-to-day business.
Hauke Rahm

VP Customer Success, commercetools

The Solution

With the need to scale rapidly and make changes to their platform with more flexibility, Ulta Beauty’s only real choice to meet those needs was to go with a headless and MACH approach.

Ulta Beauty's commerce platform that allows better consumer experiences and easy expansions into new markets

commercetools features for Ulta Beauty


Imports very large catalog and category trees with ease and efficiency.


Customers are able to purchase products online and collect in-store.


Thousands of offline retail channels digitized under a single platform.

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