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E-commerce & Marketplaces

Ulta Beauty API & Scraper

Ulta Beauty API returns live Ulta Beauty data as clean JSON for ulta beauty The primary endpoint, search, returns product results including product id, sku id, name, brand and image.

3 actionsLive JSON1,000 free credits$0.67–$1.50 / 1,000 creditsMCP-ready

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Developers reach for it when they need to track product listings, prices, availability, variants and reviews without maintaining one-off scraping code or separate API contracts. If you were about to build or fix a Ulta Beauty scraper, this API is the maintained alternative — it returns the same data as clean JSON, with the proxies, rotation and anti-bot handling already solved. This page covers the live example, request shape, response shape and available actions: search, price, product_detail. Every request uses the same ReefAPI envelope, one API key and one shared credit pool, so it fits alongside the rest of your data stack.

Reference

Ulta product id prefixes, sku ids, and which key opens which door

Ulta keys a product one way and a shade another, and integrations break by assuming the product id is numeric. It is not: it always carries a letter prefix, and which prefix depends on how the item entered Ulta's catalogue. The sku is the numeric one. Measured on 2026-08-27 against the Foundation and Mascara categories and Estee Lauder Double Wear.

Identifier	Format	Measured
product_id	a letter prefix followed by digits	pimprod2057355; across 20 Foundation rows, 16 were pimprod, 3 xlsImpprod and 1 VP. All are accepted verbatim
sku_id	7 digits, one per shade or size	2651970 - the variant key, and the only numeric id here
variants[].sku_id	the shade set	Double Wear returned 57 shades as a contiguous run, 2651970 through 2652026
image URL	keyed by sku, not by product	media.ulta.com/i/ulta/<sku>; <sku>_sw is the color swatch and <sku>_sm the texture shot
category	the path out of a ulta.com/shop/ URL	/shop/makeup/face/foundation, with category.result_count 229
meta.search_mode	which route answered	"category" when you browse one; "keyword_to_category" for a keyword - 'mascara' resolved to /shop/makeup/eyes/mascara with 391 results
review_count vs reviews.total_available	how many reviews you can actually pull	9,991 on the record but total_available 550, because 9,441 of them are syndicated from the brand
reviews.rating_histogram	keys "1" through "5", summing to the rating count	798 + 216 + 561 + 2115 + 6301 = 9,991

The slug in an Ulta product URL is decorative. /p/anything-pimprod2057355 resolves the same product, and the ?sku= suffix only decides which shade is treated as selected.

Live example

Real request and response JSON

Captured from the indexed primary action, search, on Sep 23, 2026, 9:54 PM UTC.

Captured request

{
  "method": "POST",
  "url": "https://api.reefapi.com/ulta/v1/search",
  "headers": {
    "x-api-key": "$REEF_KEY",
    "content-type": "application/json"
  },
  "body": {
    "category": "/shop/makeup/face/foundation",
    "max_results": 20
  }
}

Captured response

{
  "ok": true,
  "meta": {
    "api": "ulta",
    "endpoint": "search",
    "mode": "live",
    "latency_ms": 2089.8,
    "record_count": 20,
    "bytes": 927401,
    "cache_hit": false,
    "completeness_pct": 100,
    "stop_reason": "limit_reached",
    "search_mode": "category",
    "coverage": {
      "sku_pricing": {
        "policy": "auto",
        "range_cards": 0,
        "priced": 0,
        "unpriced": 0,
        "capped": 0,
        "timed_out": 0,
        "upstream_calls": 0
      }
    },
    "pagination": {
      "page": 1,
      "per_page": 64,
      "total_results": 241,
      "returned": 20,
      "has_more": true,
      "next_page": 2
    },
    "filters": {
      "applied": [],
      "ignored": [],
      "notes": null
    },
    "notes": null,
    "charged_credits": 3,
    "version": "1.0.0"
  },
  "data": {
    "products": [
      {
        "product_id": "pimprod2057355",
        "sku_id": "2651970",
        "url": "https://www.ulta.com/p/double-wear-stay-in-place-longwear-matte-foundation-pimprod2057355?sku=2651970",
        "name": "Double Wear Stay-in-Place Longwear Matte Foundation",
        "brand": "Estée Lauder",
        "image": "https://media.ultainc.com/i/ulta/2651970",
        "image_alt": null,
        "list_price": 52,
        "list_price_max": 52,
        "sale_price": null,
        "sale_price_max": null,
        "price": 52,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.3,
        "review_count": 10132,
        "variant_label": "57 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": null,
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 52,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2039028",
        "sku_id": "2608119",
        "url": "https://www.ulta.com/p/teint-idole-ultra-wear-natural-matte-foundation-pimprod2039028?sku=2608119",
        "name": "Teint Idole Ultra Wear Natural Matte Foundation",
        "brand": "Lancôme",
        "image": "https://media.ultainc.com/i/ulta/2608119",
        "image_alt": null,
        "list_price": 53,
        "list_price_max": 53,
        "sale_price": null,
        "sale_price_max": null,
        "price": 53,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.5,
        "review_count": 10896,
        "variant_label": "55 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": null,
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 53,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "xlsImpprod5770257",
        "sku_id": "2264064",
        "url": "https://www.ulta.com/p/cc-cream-with-spf-50-xlsImpprod5770257?sku=2264064",
        "name": "CC+ Cream with SPF 50+",
        "brand": "IT Cosmetics",
        "image": "https://media.ultainc.com/i/ulta/2264064",
        "image_alt": null,
        "list_price": 39,
        "list_price_max": 39,
        "sale_price": null,
        "sale_price_max": null,
        "price": 39,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.3,
        "review_count": 22038,
        "variant_label": "30 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": null,
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 39,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2051406",
        "sku_id": "2635749",
        "url": "https://www.ulta.com/p/studio-fix-powder-plus-foundation-pimprod2051406?sku=2635749",
        "name": "Studio Fix Powder Plus Foundation",
        "brand": "MAC",
        "image": "https://media.ultainc.com/i/ulta/2635749",
        "image_alt": null,
        "list_price": 39,
        "list_price_max": 39,
        "sale_price": null,
        "sale_price_max": null,
        "price": 39,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 3.8,
        "review_count": 3488,
        "variant_label": "70 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": null,
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 39,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "xlsImpprod10791919",
        "sku_id": "2206255",
        "url": "https://www.ulta.com/p/even-better-makeup-broad-spectrum-spf-15-foundation-with-vitamin-c-xlsImpprod10791919?sku=2206255",
        "name": "Even Better Makeup Broad Spectrum SPF 15 Foundation with Vitamin C",
        "brand": "Clinique",
        "image": "https://media.ultainc.com/i/ulta/2206255",
        "image_alt": null,
        "list_price": 39,
        "list_price_max": 39,
        "sale_price": null,
        "sale_price_max": null,
        "price": 39,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.4,
        "review_count": 4150,
        "variant_label": "50 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": "Bundle & Save!",
        "additional_offers_text": "+1 offers",
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 39,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2040797",
        "sku_id": "2613961",
        "url": "https://www.ulta.com/p/studio-radiance-serum-powered-foundation-pimprod2040797?sku=2613961",
        "name": "Studio Radiance Serum Powered Foundation",
        "brand": "MAC",
        "image": "https://media.ultainc.com/i/ulta/2613961",
        "image_alt": null,
        "list_price": 46,
        "list_price_max": 46,
        "sale_price": null,
        "sale_price_max": null,
        "price": 46,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.3,
        "review_count": 1192,
        "variant_label": "56 colors",
        "badge": "Online only",
        "badge_tags": [
          "Online only"
        ],
        "promo_text": null,
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 46,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2044825",
        "sku_id": "2622206",
        "url": "https://www.ulta.com/p/studio-fix-fluid-spf15-24hr-matte-foundation-oil-control-pimprod2044825?sku=2622206",
        "name": "Studio Fix Fluid SPF15 24HR Matte Foundation + Oil Control",
        "brand": "MAC",
        "image": "https://media.ultainc.com/i/ulta/2622206",
        "image_alt": null,
        "list_price": 39,
        "list_price_max": 39,
        "sale_price": null,
        "sale_price_max": null,
        "price": 39,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.2,
        "review_count": 2344,
        "variant_label": "67 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": null,
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 39,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2046452",
        "sku_id": "2627223",
        "url": "https://www.ulta.com/p/skin-tint-blurring-elixir-foundation-pimprod2046452?sku=2627223",
        "name": "Skin Tint Blurring Elixir Foundation",
        "brand": "Kylie Cosmetics",
        "image": "https://media.ultainc.com/i/ulta/2627223",
        "image_alt": null,
        "list_price": 35,
        "list_price_max": 35,
        "sale_price": null,
        "sale_price_max": null,
        "price": 35,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.5,
        "review_count": 1560,
        "variant_label": "24 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": null,
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 35,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2030141",
        "sku_id": "2591117",
        "url": "https://www.ulta.com/p/light-reflecting-advanced-skincare-foundation-pimprod2030141?sku=2591117",
        "name": "Light Reflecting Advanced Skincare Foundation",
        "brand": "NARS",
        "image": "https://media.ultainc.com/i/ulta/2591117",
        "image_alt": null,
        "list_price": 55,
        "list_price_max": 55,
        "sale_price": null,
        "sale_price_max": null,
        "price": 55,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.5,
        "review_count": 3687,
        "variant_label": "46 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": null,
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 55,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2060701",
        "sku_id": "2660681",
        "url": "https://www.ulta.com/p/pro-filtr-fluid-flex-natural-matte-longwear-foundation-pimprod2060701?sku=2660681",
        "name": "Pro Filt'r Fluid Flex Natural Matte Longwear Foundation",
        "brand": "FENTY BEAUTY by Rihanna",
        "image": "https://media.ultainc.com/i/ulta/2660681",
        "image_alt": null,
        "list_price": 48,
        "list_price_max": 48,
        "sale_price": null,
        "sale_price_max": null,
        "price": 48,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.7,
        "review_count": 1695,
        "variant_label": "50 colors",
        "badge": "New",
        "badge_tags": [
          "New"
        ],
        "promo_text": "Free Gift with purchase",
        "additional_offers_text": "+1 offers",
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 48,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "VP11362",
        "sku_id": "2093947",
        "url": "https://www.ulta.com/p/original-loose-talc-free-mineral-powder-foundation-spf-15-VP11362?sku=2093947",
        "name": "ORIGINAL Loose Talc-Free Mineral Powder Foundation SPF 15",
        "brand": "bareMinerals",
        "image": "https://media.ultainc.com/i/ulta/2093947",
        "image_alt": null,
        "list_price": 39.5,
        "list_price_max": 39.5,
        "sale_price": null,
        "sale_price_max": null,
        "price": 39.5,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.6,
        "review_count": 14909,
        "variant_label": "30 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": "Free Gift with purchase",
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 39.5,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2047221",
        "sku_id": "2629320",
        "url": "https://www.ulta.com/p/super-serum-skin-tint-spf-40-hydrating-foundation-pimprod2047221?sku=2629320",
        "name": "Super Serum Skin Tint SPF 40 - Hydrating Foundation",
        "brand": "ILIA",
        "image": "https://media.ultainc.com/i/ulta/2629320",
        "image_alt": null,
        "list_price": 48,
        "list_price_max": 48,
        "sale_price": null,
        "sale_price_max": null,
        "price": 48,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.4,
        "review_count": 6612,
        "variant_label": "30 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": null,
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 48,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2060955",
        "sku_id": "2661459",
        "url": "https://www.ulta.com/p/timeless-hydrating-foundation-pimprod2060955?sku=2661459",
        "name": "Timeless Hydrating Foundation",
        "brand": "Tarte",
        "image": "https://media.ultainc.com/i/ulta/2661459",
        "image_alt": null,
        "list_price": 42,
        "list_price_max": 42,
        "sale_price": null,
        "sale_price_max": null,
        "price": 42,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.4,
        "review_count": 28,
        "variant_label": "25 colors",
        "badge": "Only at Ulta",
        "badge_tags": [
          "Only at Ulta",
          "New"
        ],
        "promo_text": "Free Gift with purchase",
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 42,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2049595",
        "sku_id": "2632980",
        "url": "https://www.ulta.com/p/barepro-24hr-skin-perfecting-talc-free-matte-powder-foundation-pimprod2049595?sku=2632980",
        "name": "BAREPRO 24HR Skin Perfecting Talc-Free Matte Powder Foundation",
        "brand": "bareMinerals",
        "image": "https://media.ultainc.com/i/ulta/2632980",
        "image_alt": null,
        "list_price": 42,
        "list_price_max": 42,
        "sale_price": null,
        "sale_price_max": null,
        "price": 42,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.5,
        "review_count": 1200,
        "variant_label": "30 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": "Free Gift with purchase",
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 42,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2043365",
        "sku_id": "2619495",
        "url": "https://www.ulta.com/p/charlottes-beautiful-skin-foundation-pimprod2043365?sku=2619495",
        "name": "Charlotte's Beautiful Skin Foundation",
        "brand": "Charlotte Tilbury",
        "image": "https://media.ultainc.com/i/ulta/2619495",
        "image_alt": null,
        "list_price": 52,
        "list_price_max": 52,
        "sale_price": null,
        "sale_price_max": null,
        "price": 52,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 3.4,
        "review_count": 112,
        "variant_label": "30 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": null,
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 52,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2053446",
        "sku_id": "2640237",
        "url": "https://www.ulta.com/p/born-this-way-undetectable-medium-full-coverage-foundation-pimprod2053446?sku=2640237",
        "name": "Born This Way Undetectable Medium-To-Full Coverage Foundation",
        "brand": "Too Faced",
        "image": "https://media.ultainc.com/i/ulta/2640237",
        "image_alt": null,
        "list_price": 49,
        "list_price_max": 49,
        "sale_price": null,
        "sale_price_max": null,
        "price": 49,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.5,
        "review_count": 1756,
        "variant_label": "30 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": null,
        "additional_offers_text": null,
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 49,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2045514",
        "sku_id": "2624153",
        "url": "https://www.ulta.com/p/softlit-naturally-luminous-hydrating-longwear-foundation-pimprod2045514?sku=2624153",
        "name": "Soft'Lit Naturally Luminous Hydrating Longwear Foundation",
        "brand": "FENTY BEAUTY by Rihanna",
        "image": "https://media.ultainc.com/i/ulta/2624153",
        "image_alt": null,
        "list_price": 44,
        "list_price_max": 44,
        "sale_price": null,
        "sale_price_max": null,
        "price": 44,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.5,
        "review_count": 1677,
        "variant_label": "50 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": "Free Gift with purchase",
        "additional_offers_text": "+1 offers",
        "sponsored": false,
        "limited_stock": false,
        "price_is_range": false,
        "sku_price": 44,
        "sku_price_source": "tile",
        "in_stock": null
      },
      {
        "product_id": "pimprod2031824",
        "sku_id": "2594106",
        "url": "https://www.ulta.com/p/cc-nude-glow-lightweight-foundation-glow-serum-with-spf-40-pimprod2031824?sku=2594106",
        "name": "CC+ Nude Glow Lightweight Foundation + Glow Serum with SPF 40",
        "brand": "IT Cosmetics",
        "image": "https://media.ultainc.com/i/ulta/2594106",
        "image_alt": null,
        "list_price": 39,
        "list_price_max": 39,
        "sale_price": null,
        "sale_price_max": null,
        "price": 39,
        "currency": "USD",
        "on_sale": false,
        "discount_amount": null,
        "rating": 4.4,
        "review_count": 4810,
        "variant_label": "30 colors",
        "badge": null,
        "badge_tags": [],
        "promo_text": null,
        "additional_offers_text": null,
        "sponsored": false,
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            {
              "value": "sale",
              "label": "On Sale",
              "count": 38,
              "disabled": false
            }
          ]
        },
        {
          "group_id": "SHOPPING_PREFERENCE",
          "title": "Shopping Preference",
          "select": "MULTI",
          "param": "shopping preference",
          "values": [
            {
              "value": "exclusive",
              "label": "Only at Ulta",
              "count": 25,
              "disabled": false
            },
            {
              "value": "dermatologist_recommended",
              "label": "Dermatologist Recommended",
              "count": 5,
              "disabled": false
            },
            {
              "value": "fsa/hsa_eligible",
              "label": "FSA/HSA Eligible",
              "count": 13,
              "disabled": false
            },
            {
              "value": "k_beauty",
              "label": "K Beauty",
              "count": 3,
              "disabled": false
            },
            {
              "value": "online_only",
              "label": "Online Only",
              "count": 142,
              "disabled": false
            },
            {
              "value": "replenish_&_save_eligible",
              "label": "Replenish & Save Eligible",
              "count": 155,
              "disabled": false
            }
          ]
        },
        {
          "group_id": "RATING",
          "title": "Rating",
          "select": "SINGLE",
          "param": "rating",
          "values": [
            {
              "value": "5",
              "label": "5",
              "count": 6,
              "disabled": false
            },
            {
              "value": "4",
              "label": "4 & up",
              "count": 194,
              "disabled": false
            },
            {
              "value": "3",
              "label": "3 & up",
              "count": 223,
              "disabled": false
            },
            {
              "value": "2",
              "label": "2 & up",
              "count": 225,
              "disabled": false
            },
            {
              "value": "1",
              "label": "1 & up",
              "count": 225,
              "disabled": false
            }
          ]
        }
      ]
    }
  }
}

Actions

What the Ulta Beauty API does

Action	Description	Concrete use case	Key params
search	Find products on ulta.com (US). Browse a `category` — `/shop/makeup/face/foundation`, `/shop/hair/shampoo-conditioner/shampoo`, `/shop/skin-care/moisturizers` — for the precise, fully pageable result set with Ulta's own total, or give a free-text `query` ('mascara', 'vitamin c serum', 'dyson airwrap') to let Ulta's own type-ahead decide which category answers it. Every product comes back with Ulta's own product id and sku, the name, brand, image, list and sale price (a range when the shades differ), the star rating and review count, the shade/size count and Ulta's badges and promo text. Narrow with `brand`, `min_rating`, `sort` and any facet Ulta publishes for that category; the live facet vocabulary comes back WITH counts in every category response, so a filter value is never a guess.	Pricing teams call search to find products on ulta.com (US).	query, category, page, max_results, sort, ...
price	Re-check ONE variant's price and stock, cheaply. Give it the product_id and the sku_id you already hold and it returns the current price, the regular price, whether that variant is in stock, and nothing else — no description, images, ingredients, variants or reviews. Built for refreshing a catalogue you already have rather than discovering products: it reads the same small module Ulta's own shade swatch fires, so it costs a fraction of a full product_detail. Note that sku_id is REQUIRED, because Ulta stocks and prices every shade and size separately — a product can be on sale and buyable in one size while another is sold out, so there is no single product-level answer.	Marketplace operators call price to get re-check ONE variant's price and stock, cheaply.	product_id, sku_id, url
product_detail	Get one Ulta Beauty product in full, by Ulta's product id or by its ulta.com URL — brand, name, the marketing copy in both plain text and its original Markdown, the full ingredient list, how-to-use, size, category path, list and sale price, availability, star rating and question count, the complete image AND video gallery with dimensions, Ulta's merchandising highlights and active promotions, one row per shade/size variant carrying that variant's OWN sku, price, sale price, stock flag, swatch and product images, and the customer reviews inline with the rating histogram, the recommended ratio, the most helpful positive and negative review, and the reviewer-reported attribute rollups. One call, everything the product page shows.	Catalog enrichment teams call product_detail to get one Ulta Beauty product in full, by Ulta's product id or by its ulta.com URL.	product_id, sku_id, url, reviews, variant_prices

Code samples

Call search from your stack

curl -X POST https://api.reefapi.com/ulta/v1/search \
  -H "x-api-key: $REEF_KEY" \
  -H "content-type: application/json" \
  -d '{"category":"/shop/makeup/face/foundation","max_results":20}'

import requests

r = requests.post(
    "https://api.reefapi.com/ulta/v1/search",
    headers={"x-api-key": REEF_KEY},
    json={
  "category": "/shop/makeup/face/foundation",
  "max_results": 20
},
)
print(r.json()["data"])

const res = await fetch("https://api.reefapi.com/ulta/v1/search", {
  method: "POST",
  headers: {
    "x-api-key": process.env.REEF_KEY,
    "content-type": "application/json",
  },
  body: JSON.stringify({
  "category": "/shop/makeup/face/foundation",
  "max_results": 20
}),
});
const { ok, data, meta, error } = await res.json();

MCP one-liner

Ask your MCP-connected assistant: call reefapi.ulta.search with {"category":"/shop/makeup/face/foundation","max_results":20}.

Use cases

Who uses this API and why

Pricing teams use Ulta Beauty to find products on ulta.com (US).
Marketplace operators use Ulta Beauty to get re-check ONE variant's price and stock, cheaply.
Catalog enrichment teams use Ulta Beauty to get one Ulta Beauty product in full, by Ulta's product id or by its ulta.com URL.

FAQ

Questions developers ask before integrating

What do the ulta product id prefixes mean, and are they interchangeable?

They record how the item entered Ulta's catalogue, and you never construct them, you read them off search. A single browse of the Foundation category returned 16 ids prefixed pimprod, 3 prefixed xlsImpprod and 1 prefixed VP. All prefixes are passed through verbatim and all resolve on product_detail, so the practical rule is to treat product_id as an opaque string and never as a number.

Why do most Ulta variants come back with a null price?

Because an ulta.com product page prices only the shade it has selected; the other swatches genuinely carry no price, so each additional variant price is a separate small request. With variant_prices set to none, a measured 57-shade foundation returned exactly one priced variant and 56 nulls, and price_note in the response said so. Every variant carries price_measured so you can tell a real null from an unfetched one, and no price is ever copied down from the product.

Why can I only retrieve 550 reviews out of 9,991?

Because 9,441 of them are syndicated - written on the brand's own site and shown on Ulta under license - and only the 550 native ones can be paged. The response splits this out as native_review_count and syndicated_review_count, with total_available set to the number you can actually reach. The star average and the full 1-to-5 histogram still cover all 9,991.

What happens if I ask for a sku that does not exist on the product?

NOT_FOUND, with a message explaining what happened. A measured call for sku 9999999 on pimprod2057355 was refused because Ulta answered about sku 2651970, the product's default variant, instead of admitting the sku was unknown. That substitution is detected and rejected rather than passed on, which would otherwise hand you a plausible price for the wrong shade.

How does an Ulta keyword search turn into a category?

The keyword goes through Ulta's own type-ahead and whichever category Ulta suggests is then browsed, which is exactly what a shopper gets from the search box. meta.search_mode reports keyword_to_category when that happened, and data.category names the path it landed on. Searching 'mascara' resolved to /shop/makeup/eyes/mascara with 391 results, and suggestions[] returned Ulta's own matches, mixing type "category" rows with type "product" rows that already carry a product_id and sku_id.

When should I use the price action instead of product_detail?

When you already hold the product_id and sku_id and only want to know what that one variant costs today. It returns product_id, sku_id, variant_label, current_price, regular_price, on_sale and in_stock and nothing else - a measured call on sku 2651975 came back 52.0 and 52.0 with the label "1N2 Ecru (light with neutral rosy undertones)". product_detail on the same product moves over a megabyte.

Are Ulta's category filters real, and where do I get the valid values?

They come back as live data in facets.filters, per category, with a product count on every value. The Foundation category published 11 facet groups including Form with 8 values, Finish with 3, Coverage with 4, Skin Type with 5, SPF with 6, Preferences with 26 and Brand with 78. Take the value verbatim from there rather than guessing, because the vocabulary differs by category - Shampoo has no Coverage group at all.

What is the Ulta Beauty API?

Ulta Beauty API is a ReefAPI endpoint group for ulta beauty It returns live JSON through POST requests under /ulta/v1.

Is the Ulta Beauty API free to try?

Yes. ReefAPI starts with 1,000 free credits, no card required. Ulta Beauty calls use the same shared credit balance as every other ReefAPI engine.

Do I need an Ulta Beauty login or account?

No login to Ulta Beauty is needed for the API response. You call ReefAPI with your x-api-key header, and the playground can run live examples before you create a production key.

How fresh is the Ulta Beauty data?

The page example is captured from a live search call, and production requests fetch live data through ReefAPI rather than a static sample.

How many credits does the Ulta Beauty API use?

Ulta Beauty actions currently cost 1-2 credits per successful call. Failed or blocked calls are free. All APIs draw from one credit pool.

Can I call Ulta Beauty from an AI assistant or MCP client?

Yes. Connect ReefAPI once through MCP and your assistant can call ulta actions with the same key, credit pool and JSON envelope used by normal REST requests.

Is the Ulta Beauty API an Ulta Beauty scraper?

It is the managed alternative to a DIY Ulta Beauty scraper. Instead of building and maintaining your own scraper — proxies, headless browsers, captcha and constant breakage — you call one ReefAPI endpoint and get the same ulta beauty back as clean JSON.

docs / ulta

Ulta Beauty

base /ulta/v13 endpoints

post/ulta/v1/search2 credits

Find products on ulta.com (US). Browse a `category` — `/shop/makeup/face/foundation`, `/shop/hair/shampoo-conditioner/shampoo`, `/shop/skin-care/moisturizers` — for the precise, fully pageable result set with Ulta's own total, or give a free-text `query` ('mascara', 'vitamin c serum', 'dyson airwrap') to let Ulta's own type-ahead decide which category answers it. Every product comes back with Ulta's own product id and sku, the name, brand, image, list and sale price (a range when the shades differ), the star rating and review count, the shade/size count and Ulta's badges and promo text. Narrow with `brand`, `min_rating`, `sort` and any facet Ulta publishes for that category; the live facet vocabulary comes back WITH counts in every category response, so a filter value is never a guess.

Parameter		Allowed / range	Description
query	optional	—	A beauty keyword — a product type, a brand, or a brand + product ('mascara', 'vitamin c serum', 'dyson airwrap', 'MAC lipstick'). This runs Ulta's OWN type-ahead and then browses the category Ulta suggests for that keyword, which is what a shopper gets when they type it into ulta.com's search box. Provide `query` OR `category` (a category is the more precise input, and the only one that guarantees paging over a full result set). IMPORTANT, so you can plan around it: ulta.com's own keyword results page is rendered entirely in the browser and the request behind it is not addressable, so this API does NOT claim to reproduce Ulta's keyword ranking. When the type-ahead maps the keyword to a category (measured: 9 of 12 common keywords do) you get that category's full, pageable result set and `meta.search_mode='keyword_to_category'`. When the keyword is a BRAND ('clinique', 'drunk elephant', 'mac cosmetics', 'the ordinary') the type-ahead resolves it to the brand's own ulta.com/brand/<slug> page and you get that brand's FULL, pageable, fully-priced catalogue across every department with `meta.search_mode='brand'` — one call, all fields present (list_price, sale_price, rating, review_count). When the keyword is neither (Ulta has no category and no brand for it) you get Ulta's own top-result cards and `meta.search_mode='keyword_top_results'` — a handful of products with `list_price`, `sale_price`, `rating` and `review_count` null, because Ulta's type-ahead does not publish them; and a keyword Ulta carries nothing for at all (e.g. a brand it does not stock) returns an honest empty. Either way `suggestions` comes back so you can see what Ulta matched and browse a suggested category directly on the next call.
category	optional	—	An ulta.com category to browse, as the path from a ulta.com/shop/... URL — `/shop/makeup/face/foundation`, `/shop/hair/shampoo-conditioner/shampoo`, `/shop/skin-care/moisturizers`, `/shop/fragrance/womens-fragrance`. A full https://www.ulta.com/shop/... URL and a leading-slash-free form are both accepted. This is the precise mode: real total, real paging, live filter vocabulary with counts, and sorting. The authoritative list of every category Ulta publishes is its own sitemap, https://www.ulta.com/sitemap/shop.xml (275 entries at the time of writing) — a path that is not a real category returns NOT_FOUND rather than an empty grid, so a typo can never look like an out-of-stock category.
page = 1	optional	1–200	Which page of the category to return (1-based). Ulta's own page size is 64 products and is not adjustable, so page 2 is products 65-128. Page until `meta.pagination.has_more` is false. Paging applies to category browsing (including keyword searches that resolved to a category); the type-ahead's top results are a single short page.
max_results = 64	optional	1–384	How many products to return (1-384). Ulta serves 64 per upstream page, so asking for more than 64 fetches additional pages — each one is a further megabyte-class request against Ulta, so ask for what you will use. Values above the category's own total simply return the total.
sort	optional	best_sellers · price_asc · price_desc · new_arrivals · top_rated	Result ordering, using Ulta's own sort vocabulary. Omit for Ulta's default, which IS `best_sellers` — passing `best_sellers` explicitly is measured to return the identical order, and this API tells you so in `meta.filters` rather than pretending it re-sorted anything. `price_asc`, `price_desc`, `new_arrivals` and `top_rated` all measurably change the result order.
brand	optional	—	Keep only products from one brand, using Ulta's own brand spelling. The brands that actually exist in the category you are browsing come back in `facets.filters` (group `BRAND`) with a product count each, so this never has to be a guess — take the value from there. Ulta matches the brand exactly, and the filtered `meta.pagination.total_results` is measured to equal the count Ulta declared for that brand.
min_rating	optional	1–5	Keep only products rated at least this many stars (1-5), using Ulta's own rating filter. Verified to bite: on Foundation, `4` narrows 225 products to the 184 Ulta itself declares for that band.
filters	optional	—	Any other Ulta facet, as {facet parameter: value} taken VERBATIM from `facets.filters` in a previous response — e.g. {"finish": "matte"}, {"price": "25-75"}, {"special offer": "sale"}, {"skin type": "dry"}, {"preference": "cruelty free"}. The available facets are per-category (Foundation has Form/Finish/Coverage/Skin Type/SPF, Shampoo has different ones), which is why they are published as live data rather than a fixed enum. Each facet value in `facets.filters` carries the count Ulta declares for it, and applying it is measured to return exactly that count. A comma-separated `key=value` string is accepted too. Values you invent are passed to Ulta as-is and will simply match nothing.
sku_prices = auto	optional	auto · none	Whether to fill `sku_price` on range cards. Ulta's grid tile prints only the price RANGE across a product's sizes/shades ('$12.00 - $58.00'), and the card's sku is often NOT the cheapest one (Redken All Soft card sku 2580410 is the 10.1 oz at $31 while the range starts at $12). With `auto` each range card's own sku is priced from the same module Ulta's swatch fires; `none` skips that.

Try in playground →

post/ulta/v1/price1 credit

Re-check ONE variant's price and stock, cheaply. Give it the product_id and the sku_id you already hold and it returns the current price, the regular price, whether that variant is in stock, and nothing else — no description, images, ingredients, variants or reviews. Built for refreshing a catalogue you already have rather than discovering products: it reads the same small module Ulta's own shade swatch fires, so it costs a fraction of a full product_detail. Note that sku_id is REQUIRED, because Ulta stocks and prices every shade and size separately — a product can be on sale and buyable in one size while another is sold out, so there is no single product-level answer.

Parameter		Allowed / range	Description
product_id	required	—	Ulta's own product id, exactly as `search` returns it — e.g. `pimprod2057355`. Required here: the price module is scoped to a product and one of its skus.
sku_id	required	—	Ulta's numeric sku for ONE variant (shade or size). REQUIRED, and not a formality: Ulta stocks and prices every shade and size separately, so a product can be on sale and buyable in one shade while another is sold out. There is no product-level price to fall back on. Use `product_detail` for the whole matrix.
url	optional	—	A full ulta.com product URL — an alternative to `product_id`. The `?sku=` suffix is honoured if present.

Try in playground →

post/ulta/v1/product_detail2 credits

Get one Ulta Beauty product in full, by Ulta's product id or by its ulta.com URL — brand, name, the marketing copy in both plain text and its original Markdown, the full ingredient list, how-to-use, size, category path, list and sale price, availability, star rating and question count, the complete image AND video gallery with dimensions, Ulta's merchandising highlights and active promotions, one row per shade/size variant carrying that variant's OWN sku, price, sale price, stock flag, swatch and product images, and the customer reviews inline with the rating histogram, the recommended ratio, the most helpful positive and negative review, and the reviewer-reported attribute rollups. One call, everything the product page shows.

Parameter		Allowed / range	Description
product_id	optional	—	Ulta's own product id, exactly as `search` returns it — e.g. `pimprod2057355`. Ulta also uses `xlsImpprod…`, `mkt…`, `gwp…`, `VP…` and `fs…` prefixes; all are accepted verbatim. This alone is enough: the slug in an Ulta product URL is decorative and the id resolves the product on its own. Provide `product_id`, or a product `url`.
sku_id	optional	—	Optional variant selector — Ulta's numeric sku for ONE shade/size, exactly as search returns it. product_id is the primary key that resolves the product; the sku only decides which variant Ulta treats as selected (and therefore which shade's price, images and 'selected' flag appear at the top level). Every variant of the product is returned whichever sku you pass, and a sku Ulta does not recognise simply falls back to the default variant — so a search-returned sku is always accepted and never causes an error. Omit it for Ulta's default variant.
url	optional	—	A full ulta.com product URL — an alternative to `product_id`. The `?sku=` suffix is honoured if present.
variant_prices = auto	optional	auto · all · none	How hard to work for the per-variant price matrix. This knob exists because of a real Ulta behaviour: an ulta.com product page prices ONLY the shade or size it has selected — the other swatches carry no price at all — so every additional variant price is a separate (small) request. `auto`, the default, fetches all of them when the product has 12 or fewer variants, which covers every size/format set (a 4-size perfume really is $37/$110/$145/$180 and a 5-size moisturiser $20/$35/$42/$50/$66, so those must never be guessed). On a big shade set it samples 3 shades spread across the range; measured across four products with 26-71 shades, every sampled shade of a given product had the identical price, so if the 3 agree it stops there and tells you in `product.price_note` — and if they disagree it fetches the rest. `all` always fetches every variant (capped at 60). `none` skips it. A variant whose price was NOT measured is null and `price_measured` is false; the product price is never copied down onto it. `meta.coverage.variant_pricing` reports exactly what was fetched.
reviews = 8	optional	0–25	How many written reviews to inline with the product (0-25; 25 is the review host's own per-page ceiling, established by bisection — 100 is rejected by it). Set 0 to skip the review call entirely: the rating, the review count and the two most-helpful reviews still come from the product page itself, so you lose the review list, the rating histogram and the reviewer-reported attribute rollups, and save one upstream request.

Try in playground →

Example request · search

curl -X POST https://api.reefapi.com/ulta/v1/search \
  -H "x-api-key: $REEF_KEY" \
  -H "content-type: application/json" \
  -d '{"category":"/shop/makeup/face/foundation","max_results":20}'

Response shape

{
  "ok": true,
  "data": { /* the result */ },
  "meta": {
    "latency_ms": 240,
    "record_count": 12,
    "completeness_pct": 100
  },
  "error": null
}

Built for volume

5M+ requests a day

Measured at 60 requests a second across the fleet, with no central bottleneck. Volume pricing is on request, and per-key limits are raised for high-volume accounts.

Missing a source?

We build it

Tell us a site we do not cover yet and it becomes an engine. A customer asked for bestprice.gr on a Sunday and it was in the catalog the next day.

Support

2 minute median reply

Median time from a question in the live chat to the first answer, measured across every answered conversation. Setup help included, no support tier to buy.

One key, one balance

Every API included

No per-site plans and no separate subscriptions. One key and one credit pool across the whole catalog, so adding a source costs nothing up front.

Planning something large? Tell us the volume and the sources and we will come back with what it costs and what we would have to build.

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