The largest beauty retailer in the U.S., Ulta adorns its extensive product offering with celebrity collaborations, a well-designed app and in-store events that feature consultants who know how to beautify the brand’s loyalists. More than 1,100 locations offer all the beauty services of your favorite salon, complete with facials and free makeup tutorials. Digitally, the beauty empire offers an unparalleled, innovative preference center that thoroughly onboards new users to provide ‘just for you’ and ‘we think you’ll love’ product recommendations. On- or offline, the entire customer experience revolves around Ultamate Rewards, the loyalty program that houses members’ profiles, preferences and shopping history. As it should; rewards members account for more than 90% of Ulta’s sales.

Previous Rank:
2018: #57 , 2017: n/a
Company Filing:

2019 score: 66


Why we love Ulta

Best in class preference center

Ulta lets shoppers set beauty preferences across seven categories, where the retailer takes note of a user’s concerns like ‘uneven skin tone’ or a preference for sulfate-free products, as well as the brands customers already love. Frizzy hair? Dry skin? Even gluten-free? Ulta has a shampoo for you.
Best in class preference center

Decked out mobile app

Ulta’s mobile app offers extensive quizzes for skincare products and the GLAMlab for customers to virtually try on thousands of products. App users can scroll Ulta’s social and user-generated content for the trending posts of #UltaHaul where the glam-abilities are endless.
Decked out mobile app

Ultamate rewards program

The Ultamate Rewards program showers shoppers with perks and relevant in-store events via email and well-timed push notifications on mobile. Individualized skin care regimens consider the customer’s profile, offering rewards that are relevant for them and their skin, hair and other beauty standard preferences.
Ultamate rewards program

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