Ulta Beauty Launches Google-Powered AI Assistant and Agentic Commerce

U.S. beauty retailer Ulta Beauty has partnered with Google to use Gemini to connect product discovery, personalized recommendations and checkout in a conversational shopping experience. The move reflects how retail access points are expanding beyond brand websites to search and AI assistants, while allowing Ulta Beauty to use data from more than 46 million members to improve its services.

Ulta Beauty and Google announced two features on April 22, 2026, without disclosing the value of the partnership. Ulta AI is now available on Ulta.com and will later be added to the Ulta Beauty App. The agentic-commerce functionality is expected to expand within a month to AI Mode in Google Search and the Gemini App, using UCP to support recommendations, comparisons and direct checkout for eligible products.