As agentic commerce enables consumers to discover and buy products through AI assistants and recommendations, retailers are increasingly leaning on exclusive merchandise to stand out— with brands like Ulta, Sephora, and Revolve at the forefront. When AI dictates which products surface, loyalty is increasingly up for grabs, as shoppers are more likely to prioritize price and availability over retailer allegiance. Ulta Beauty CEO Kecia Steelman said at NRF that exclusive brand partnerships and “Only at Ulta” launches are becoming central to the retailer’s AI-era strategy, since unique products give both shoppers and AI agents a reason to choose Ulta over competitors. Ulta has doubled down on exclusives like Beyoncé’s Cécred and Shakira’s Isima, while Sephora has long been practicing this strategy (Its website has an “Only at Sephora” tag, including partnerships with Rhode, Saie, Tower 28, Tatcha, Haus Labs, and One/Size). Selena Gomez’s Rare Beauty, too, was a Sephora exclusive, though it’s set to launch at Ulta next month. And in fashion, retailers like Revolve have been curating exclusive offerings. It seems that brands can no longer rely on marketing spend alone — making exclusive partnerships critical to remaining visible in the world of AI.