Ulta is keeping true to their word, with a plan to open an additional 250 store throughout 2022 (adding to their over 100 stores last year). The locations aren’t yet known, but the continued expansion of the brand coupled with what we’re learning from previous expansions into the Target demographic space demonstrate that the consumer… Read more »
Featured Post
Feb. 14, 2026
Insights from Beauty Brands Working with Ulta and Sephora
Why Out-of-stocks, Data Mismatch, and Hidden Demand Still Catch Out Beauty Brands When beauty brands review retail performance, the picture often looks reassuring. Availability appears high. Sales reports feel complete. Forecasts are built on what was sold. But our conversations with brands working directly with Ulta and Sephora reveal a more complicated reality. One where... Read more »
