March 2024

Ulta Beauty is upping its mass game. The retailer has bolstered the mass side of its business over the past few months. It has added each in-store and online a slew of color-cosmetics brands favored by Millennial and Gen Z consumers, including ColourPop, Morphe, Wet ‘n’ Wild, Flower Beauty and Kiss Lashes. Existing brands inside the retailer’s assortment — E.l.f., L.A. Girl, Essence, Milani, Almay and Makeup Revolution — have been expanded in each shelf space and door counts. Ulta’s mass makeover is a way to level the shopping experience between the mass and prestige sides of the shop, company executives said. Ulta has at all times been known for its unique merchandising strategy that merges mass with class. The retailer has made...