Number of stores of Ulta Beauty U.S. 2024, by state

Ulta Beauty is a cosmetics retailer operating in the United States. As of February 1, 2025, Ulta Beauty had

retail locations across California, the highest number of any state. 

Ulta Beauty

Ulta Beauty was the leading health and beauty retailer in the United States in 2023. In that year, Ulta’s main competitors were L Brands, nowadays known as Bath and Body Works only, and Sephora, owned by LVMH. Between 2011 and 2019 Ulta Beauty’s gross profit increased and peaked at over billion euros in 2024. According to the results of a recent survey, Ulta Beauty was among the leading beauty shopping destinations among Generation Z in the United States as of 2025. Moreover, Ulta Beauty is also one of the most followed beauty brands on Instagram, with approximately million followers as of May 2025. 

Cosmetics E-Commerce

It is now easier than ever to research, browse, and shop for makeup and skincare with the strong online presence of cosmetics brands and cosmetics retailers like Ulta Beauty and Sephora. Shopping for beauty and personal care products online became common especially among younger generations, which prefer to shop in marketplaces or through retailers' online shops. As of 2023, Ulta Beauty was one of the beauty online stores with the highest net sales in the United States, generating slightly over million U.S. dollars that year.