Ulta Beauty and Google Introduce Gemini-Enabled Shopping Experiences That Streamline Beauty Discovery and Purchase
ULTA
Published on 04/22/2026 at 01:36 pm EDT
Ulta Beauty and Google today announced two new Gemini-enabled innovations designed to make beauty shopping more seamless, personalized and intuitive across digital touchpoints. As beauty discovery increasingly shifts to AI-powered experiences, Ulta Beauty is expanding how guests discover, compare and shop for products?both across Ulta Beauty's own digital properties and Google surfaces. Ulta Beauty is rolling out agentic commerce within AI Mode in Search and the Gemini app over the next month.
Through this new experience, shoppers can receive Ulta Beauty product recommendations, compare options and complete streamlined checkout for eligible purchases directly within Google's conversational interfaces. Universal Commerce Protocol (UCP), the new open standard for agentic commerce, helps power the experience across AI Mode in Search and the Gemini app. Ulta Beauty has been an early collaborator with Google in exploring how this emerging commerce model can work for beauty ?
a category where ease of discovery, confidence, and trust matter deeply. By combining Google's AI capabilities with Ulta Beauty's category authority, curated assortment and omnichannel experience, the future of beauty shopping is being shaped in ways that are practical, personalized and guest-centered. On its own digital properties ?
available on Ulta.com and rolling out soon to the Ulta Beauty App ? the retailer is launching Ulta AI, a new AI shopping assistant built on Gemini Enterprise for Customer Experience. Leveraging insights from Ulta Beauty's 46+ million members, Ulta AI provides more personalized guidance to guests as they shop, helping them navigate Ulta Beauty's expansive digital assortment with greater confidence, discover products, and explore recommendations with ease.
This technology complements the in-store expertise of Ulta Beauty associates, who play a critical role in helping guests find the right products for their needs.