Ulta vs. Sephora: Who’s Winning the Beauty Retail Battle
Ulta Beauty and Sephora continue to lead the industry with distinct business strategies and market positions.
Ulta Beauty and Sephora continue to lead the industry with distinct business strategies and market positions. As of the first quarter of 2025, both companies reported growth, but with diverging strengths: Ulta delivered steady U.S. sales gains driven by accessible pricing and strong promotional events, while Sephora continued to shine internationally and within the luxury segment as part of LVMH’s selective retailing division.
Financial Performance
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Ulta Beauty posted a 2.9% year-over-year increase in comparable sales for Q1 2025, reflecting modest but positive growth despite ongoing challenges in its core makeup category and inventory management.
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Sephora, part of LVMH’s selective retailing division, continued to see growth in Q1 2025, even as LVMH’s overall perfumes and cosmetics sales dropped by 1% year over year. Sephora’s strong brick-and-mortar results and exclusive launches offset some of the segment’s broader weakness, though the U.S. market was pressured by Amazon’s pricing strategies and economic uncertainty.
| Metric | Ulta Beauty | Sephora (LVMH) |
|---|---|---|
| Net Sales Q1 2025 | $2.8 billion (Ulta IR) |
N/A at brand level; LVMH Perfumes & Cosmetics: €2.18 billion, down 1% (LVMH official) |
| Comparable Sales Growth Q1 | +2.9% (GuruFocus) |
Positive, exact % not disclosed |
| U.S. Performance | Solid, modest growth | Growth but momentum slowed due to Amazon competition |
| Notable Strengths | Promotions, haircare, mass/prestige mix | Luxury/premium, exclusives, global store expansion |
Category and Strategic Performance
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Ulta Beauty led growth in mass, prestige, bath, and body categories during major Spring 2025 events, supported by strong private-label results and expanding store count (Ulta IR).
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Sephora excelled with premium brand launches and international store openings (notably ~200 new stores across Asia/Europe), supporting LVMH’s selective retailing division (LVMH official).
Brand and Market Position
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Ulta Beauty outperformed in the value-driven mass and prestige markets in the U.S., reporting robust private-brand sales growth—+15% year-over-year—and accessible price points.
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Sephora remains dominant in luxury, leveraging global reach and exclusive partnerships, but faces challenges in the U.S. due to heightened competition and wider economic uncertainty.
Who Is Performing Better?
The better performer depends on the segment: Ulta led in mass/prestige and U.S. sales dynamics, while Sephora led in luxury, exclusivity, and global growth.
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Ulta Beauty delivered standout gains in U.S. mass/prestige categories, leveraging value and comprehensive brand assortment during high-traffic periods.
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Sephora maintained leadership in luxury, exclusives, and international expansion but saw some momentum slow in the U.S. due to price competition and broader economic headwinds.
