Beauty discovery, personalized: Ulta Beauty turns every shopper into a confident beauty curator

Ulta Beauty MX brings the joy of personalized beauty discovery online with Jewel ML's AI-driven recommendations, helping every shopper build a routine that's uniquely theirs.

Challenge

A vast assortment spanning skincare, makeup, fragrance, haircare, and beauty essentials across hundreds of brands.

Translating the in-store beauty advisor experience to ecommerce, where shoppers can feel overwhelmed by choice.

Helping each shopper find products tailored to their skin tone, hair type, routine, and personal preferences — without losing the discovery and excitement that defines beauty shopping.

Solution

Jewel ML's AI-powered personalization platform integrated seamlessly across Ulta Beauty's digital storefront. By analyzing shopper preferences, skin profiles, and beauty routines, the platform delivered intelligent product discovery and curated recommendations across skincare, makeup, fragrance, and haircare — bringing the trusted beauty advisor experience to every visit.

Impact

Notable lift in unique buyers and overall conversion rates.

Strong performance gains across featured beauty categories.

Shoppers discovered new brands and built more complete routines, moving smoothly from browsing to purchase.

Why it mattered

Beauty is deeply personal. For a brand built on inclusivity, expert guidance, and the joy of self-expression, delivering tailored discovery online matters. Jewel ML helped Ulta Beauty extend the in-store advisor experience into the digital aisle, building confidence and connection at every touchpoint.

Future

Ulta Beauty plans to expand AI-driven personalization across additional categories, loyalty experiences, and channels — continuing to elevate how shoppers discover, learn about, and fall in love with beauty.