ULTA Beauty


For so many Americans who are unsure of which beauty products work best for them, Ulta is the answer. The brand’s numerous ways of learning about customer preferences and designing customized messaging to fit a shopper’s unique interests gives this beauty retailer a major advantage. Ulta offers product recommendations that fit the exact wants and needs of shoppers, supported by services like buying guides, styling guides, and tutorials. On or offline, the entire customer experience revolves around Ultamate Rewards, the loyalty program that houses members’ profiles, preferences, and shopping history.
  • 2021 Rank 7
  • Founded 1990
  • Model Public



ULTA Beauty

Total Score


  • email


  • web


  • mobile


  • offline


  • privacy


ULTA Beauty

Why we love Ulta Beauty

Robust mobile app

This beauty retailer emphasizes user experience by loading up its mobile app with tons of exciting features. The second tab of the app homepage offers personalized recommendations based on user profiles and previous engagements. For shoppers unsure about the products that would complement them best, the app also features augmented reality (AR) tools to conduct skin analyses and virtually try on all sorts of beauty products.

ulta mobile app

Maxed-out offline experience

Ulta is tied for the highest offline score in this year’s Index. The brand provides shoppers with several convenient shopping experiences, such as the ability to view local store product availability online, make an order, and pick up their purchase in-store. The beauty retailer also makes use of Index best practices by engaging customers in rewards programs to offer them exclusive dealsand frequently reminds them of loyalty point levels to encourage them to earn more points through additional purchases.

ulta offline experience example

Extensive preference center

Personalization is no joke for Ulta. The brand seeks to take in as many data points as possible to personalize recommendations based on customers’ preferences for skincare, hair products, and makeup. On the mobile app, its introduction to the skin analysis asks users about how they would describe their skin condition and which product areas they’re interested in before directing them to take an even deeper website questionnaire. Shoppers can also update their concerns, preferred ingredients, favorite brands, and specifics about their skin tone and type at any time to better receive product recommendations that fit their individual interests.

personalization and preference center example

Download the Retail Personalization Index

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