Operations
Ulta Beauty offers both high-end and drugstore cosmetics, skincare, and fragrances, in addition to its own brands of beauty products and fragrances. They sell brands such as MAC Cosmetics,[22] Kylie Cosmetics,[23] and ColourPop Cosmetics.[24]
Ulta Beauty sales were $713.8 million for the first quarter ending in May 2014.[25] At the end of the second quarter ending in August 2014, Ulta Beauty reported that total sales increased by 22.2% and comparable store sales increased 9.8%.[26][27]
As of 2019, Ulta had stores in 48 states.[28] A majority of Ulta Beauty stores are located in the East Coast region and in California.[29]
The same year, Ulta joined the 15 Percent Pledge, which dedicated more store shelf space to Black-owned businesses.[30][31]
In 2022, Ulta collaborated with Allure, bringing a collection of 25,000 products to Allure’s online and brick-and-mortar stores. The collaboration ran from July to September 2022 and included brands such as Fenty Beauty, Drybar, Olaplex, Tula, The Ordinary, Peter Thomas Roth, CosRX, NYX, Morphe, and Beekman 1802 selected by Ulta's merchandising team.[32][33]
On January 1, 2024, Ulta Beauty began construction to move out from their original distribution center located in Romeoville, IL 888-FFC to their new Bolingbrook, IL 871-MFC building & began operations on August 5, 2024.
By October 2025, Ulta Beauty saw an annual revenue of 2.858 billion, increasing 12.95% from 2024.[34] By early 2026, the company maintained more than 400 locations. By early 2026, Ulta Beauty had more than 400 locations. [35]
Target partnership
In August 2021, the retail chain Target started selling Ulta's products.[36] By 2025, there were 600 Target locations selling Ulta products, 200 short of their mutual goal.[37] Following the failure to meet projected goals, Ulta Beauty and Target Corporation formally announced that they were ending their partnership in August 2025.[37] The two companies mutually agreed to not renew their agreement for the coming year, meaning the Ulta Beauty at Target experience would end in August 2026. Ulta Beauty products were still available in Target stores and online until the end of the agreement.[38]
