Ulta Beauty Says TikTok Shop Will Provide 'Halo' Effect -- Market Talk

Dow Jones

06/03

1850 ET - Ulta Beauty expects its TikTok shop will bring in new customers, particularly younger shoppers. "We don't expect this to be cannibalization with our overall business," CEO Kecia Steelman says during a call with analysts. "We think it's complimentary of our e-comm business, and we do think it can bring new guests in." The shop's launch has garnered a lot of attention among customers and creators so far, and will allow the company to spotlight its exclusive brands and build influence, Steelman says. "Why would we not want to participate in this activity with Gen Z, millennials, Gen Xers?" she says, noting the company expects the shop to generate a "halo" effect for its stores. "We really think it's more about acquisition and marketing and getting that guest into our overall ecosystem." (kelly.cloonan@wsj.com)

(END) Dow Jones Newswires

June 02, 2026 18:50 ET (22:50 GMT)

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