Ulta SVP Josh Friedman On The Recent Success Of Its Invite-Only Marketplace | NRF 2026
In this 5 Insightful Minutes episode, recorded live from NRF 2026 at the Vusion podcast studio, Josh Friedman, SVP of Digital and E-Commerce at Ulta Beauty, reveals how the company's invite-only marketplace strategy is delivering results that exceed expectations, and why they're already graduating digital sellers into brick-and-mortar stores.
From the "digital mezzanine" concept that extends beyond traditional beauty categories to in-store returns for all marketplace items, Josh breaks down how Ulta maintains brand authenticity while exploring wellness, grooming, and beauty tech. He shares…
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