Ulta Beauty

Ulta Beauty, a comprehensive beauty retailer

Ulta Beauty is a beauty retail chain that sells makeup, skincare, hair care, fragrance, body care, wellness, and men's care. Its offering combines mass-market brands with luxury names and private lines, and is organized into categories such as makeup and nails, skincare, hair care, fragrance, body care, wellness, men's care, tools, and brushes.

The company operates both online and in physical stores. Its website allows customers to buy online and pick up in store, with curbside pickup, and advertises delivery in two hours or less for orders placed online. It also offers a loyalty program, Ulta Beauty Rewards, and the ability to track orders and find stores.

Makeup and nails catalog

The makeup and nails assortment includes products for face, lips, eyes, and nails. For face, there are foundations, BB and CC creams, tinted moisturizers, concealers, face primers, blushes, bronzers, highlighters, contouring products, color correctors, setting sprays and powders, and makeup removers. For lips, there are lipsticks, lip gloss, lip oils, lip liners, lip stains, lip plumpers, and lip balms and treatments. The eye section covers eyeshadow palettes, mascaras, eyeliners, eyebrow products, eyeshadows, eye primers and bases, false eyelashes, and lash primers and serums. For nails, there are nail polishes, gel nail polishes, top and base coats, nail polish stickers, press-on nails, nail art and design, nail care, and manicure and pedicure tools. There are also makeup brushes and tools, sponges and applicators, brush cleaners, brow and lash tools, mirrors, body makeup, palettes, bags, and organizers.

Skincare, hair care, and fragrance

In skincare, the catalog includes cleansers, cleansing gels and balms, face wipes, exfoliators, toners, makeup removers, cleansing brushes, moisturizers, night creams, face oils, mists and essences, neck creams, face treatments and serums, peels and exfoliators, masks, sheet masks, acne and blemish treatments, body treatments, suncare, self-tanners and after-sun care, as well as tools such as anti-aging facial rollers.

Hair care includes shampoos, dry shampoos, conditioners, co-wash, leave-in conditioners, oils and serums, masks, hair thinning and hair loss treatments, scalp care, styling products, hairspray, volume and texture, heat protectants, gloss and shine, curl enhancers, waxes and pomades, hair color and bleach, root touch-ups, styling tools such as flat irons, hair dryers, curling irons, and hot brushes, hair rollers, accessories such as extensions, elastics, headbands, clips, and bobby pins, hair cutting tools and styling accessories, brushes and combs, and kids' hair care.

The fragrance section covers women's perfumes, body lotions, body and hair mists, bath and shower products, men's colognes and aftershaves, unisex fragrances, perfume and cologne gift sets, and candles and home fragrance.

Body care, wellness, and men's care

In body care, there are shower gels and body washes, body scrubs and exfoliants, bubble bath, bath bombs and shower steamers, body lotions and creams, body butters, body serums and oils, hand and foot care, hand and foot creams and treatments, manicure and pedicure tools, hand soap and sanitizers, suncare, self-tanners and after-sun care, bath accessories such as sponges, gloves, and brushes, hair towels and shower caps, trend and fashion accessories, personal care, deodorant, hair removal, oral care, body and hair mists, and mother and baby products.

The wellness category includes daily vitamins and supplements, beauty supplements, protein and fitness, women's health, hydration, digestion and gut health, sleep and stress relief, intimate care, feminine hygiene, period care, prenatal and postnatal care, menopausal care, sexual wellness, rest and reset, aromatherapy, spa essentials, sleep support, relief and recovery, essential routines, body essentials, oral care, and movement and fitness wearables and devices.

Men's care includes skincare, face washes, moisturizers and treatments, shaving with creams and razors, aftershave, beard care, body care with gels and body washes, body lotions, deodorant, hair care with shampoo, conditioner, hair thinning and hair loss treatments, styling, cologne, gifts for men, and travel sizes.

Tools, brands, and featured collections

The tools and brushes section brings together styling tools such as flat irons, hair dryers, curling irons, and hot brushes, hair rollers, skincare tools such as cleansing brushes and anti-aging facial rollers, makeup brushes and tools, brush sets, sponges and applicators, brush cleaners, brow and lash tools, mirrors, accessories such as extensions, elastics, headbands, clips, and bobby pins, hair cutting tools, styling accessories, hair removal tools, and brushes and combs.

Among the brands and collections featured on the site are e.l.f. Cosmetics, NYX Professional Makeup, Morphe, BYOMA, DRMTLGY, Glamnetic, Viktor&Rolf, NOYZ, Snif, OLEHENRIKSEN, Bio Ionic, Patchology, Verb, and Bath & Body Works, as well as the private line Ulta Beauty Collection. The site also organizes sections such as Only at Ulta, Conscious Beauty, Black-Owned & Founded, K-Beauty, Dermatologist Recommended, Luxury Beauty, Travel Size & Mini, Beauty Under $20, Gifts & Value Sets, HSA/FSA Eligible, and SPARKED at Ulta Beauty.

In-store services and experiences

In addition to selling products, Ulta Beauty offers in-store services including hair services, waxing and brows, makeup and lashes, and ear piercing. The company also hosts in-store events and has online guides and quizzes to help choose products, such as the foundation quiz, the mascara and lash quiz, the skincare quiz, and the hair care quiz, as well as a virtual hair color try-on tool and an AI-powered fragrance assistant.

The site shows promotions and deals, such as discounts, BOGO 50% off on select NYX Professional Makeup products, gifts with purchase, coupons, and a section of deals by category and by price. It also indicates that certain products are HSA/FSA eligible.