Ulta carries a mix of prestige beauty brands alongside exclusive brands that are only available through its retail ecosystem. The challenge was to develop a digital experience that increased discovery and purchase of Ulta-exclusive products while still aligning with how beauty consumers actually shop.
Beauty shoppers frequently use social media to search for product recommendations, comparisons, and affordable alternatives to trending products. "Dupe culture" has become a major part of beauty purchasing behavior, with consumers actively seeking lower-cost products that deliver similar results. At the same time, many Ulta shoppers are value-conscious and motivated by promotions, coupons, and product discovery.
I designed a "Dupe Finder" feature integrated directly into the Ulta mobile app. Users can search for a trending or high-demand beauty product and instantly receive recommendations for similar products available within Ulta's assortment, prioritizing exclusive brands and private-label offerings.
For example, a customer searching for a popular blush (not sold at ulta) could be introduced to a comparable alternative from Juvia's Place, Kylie Cosmetics, or Ulta Beauty Collection. This creates a seamless way for shoppers to discover new products while remaining within Ulta's ecosystem.
figma prototype showing juvia's place blush recommended over rare beauty's blush (at the time of this project, rare beauty was not sold at ulta)
final product
By turning a popular beauty trend into a native shopping feature, this concept demonstrates how UX design can support both customer needs and business goals. Rather than simply helping users find cheaper alternatives, the experience encourages product discovery, increases engagement with Ulta-exclusive brands, and gives shoppers another reason to remain within the Ulta ecosystem.
