NielsenIQ (NYSE: NIQ) and Ulta Beauty (NASDAQ: ULTA) announced a strategic data sharing collaboration that will expand industry visibility into the U.S. beauty marketplace, according to a company statement.

Under the agreement, Ulta Beauty will share sales data for inclusion in NIQ's Full View™ of Beauty channel, enhancing omnichannel measurement across prestige and mass beauty and wellness categories. Ulta Beauty will also use NIQ as a primary beauty insights panel provider, utilizing NIQ's Omnishopper and Digital Purchases solutions for enterprise-wide analytics.

NIQ's Full View™ of Beauty integrates retail measurement with consumer insights to provide visibility into consumer purchasing behavior and shopping patterns. The collaboration combines Ulta Beauty's position as the largest U.S. specialty beauty retailer with NIQ's measurement capabilities.

NIQ will provide shopper insights through Omnishopper, which tracks consumer behavior across online and offline environments using what the company describes as a panel of 250,000 consumers. Digital Purchases will offer visibility into e-commerce transactions.

"This collaboration accelerates our mission to democratize access to beauty data, giving brands of every size the clarity and confidence to turn insight into action through NIQ's Full View™ of Beauty," said Jacqueline Flam, Managing Director, Beauty & Health at NIQ.

Ulta Beauty operates nearly 1,500 stores across the U.S. and has approximately 47 million loyalty members. Lauren Brindley, Chief Merchandising Officer at Ulta Beauty, stated that the collaboration will help translate consumer insights into business decisions for the company and its brand partners.

The expanded data set aims to provide beauty brands with intelligence for assortment strategy, innovation development, and go-to-market planning decisions.