In Exclusives, Insight, Marketing, Retail

There was a time in the beauty retail landscape when Ulta was considered a second-tier retailer with Sephora being the preferred retail launch partner, and Amazon wasn’t even a consideration. Times have changed, and the mass offering in Ulta’s merchandising mix that once was a liability for attracting top beauty brands has become a unique differentiator as consumer behavior has shifted. Ulta has worked hard to compete with Sephora, and it’s paying off.

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