Ulta Beauty and NIQ expand their partnership through a major data-sharing agreement. The retailer now provides sales data to NIQ's "Full View of Beauty" channel, giving the market research firm deeper visibility into beauty commerce trends across Ulta's massive customer base. In return, NIQ becomes Ulta's primary insights panel provider, positioning the firm as the retailer's go-to source for consumer behavior analytics and market intelligence. This collaboration strengthens both companies' competitive positioning. NIQ gains richer data on what sells in prestige and mass beauty categories across Ulta's 1,400+ stores and digital channels. Ulta secures a dedicated research partner that understands its unique market position as North America's largest pure-play beauty retailer. The deal reflects how modern beauty retail operates. Brands, retailers, and research firms now trade data to predict consumer demand, test product viability, and identify emerging trends. For Ulta, this partnership means faster insights into which skincare, makeup, and fragrance launches gain traction with customers. For brands selling through Ulta, the data flows upstream through NIQ's panels, informing their own product development and marketing strategies.