Ulta Beauty Reports 4.5% Sales Increase in Q1 with Fragrance Leading, While Skincare and Makeup Remain Steady

Ulta Beauty has bounced back with a 4.5% increase in net sales for Q1 2025, reaching $2.8 billion. The growth follows a strategic plan, “Ulta Unleashed,” implemented after a Q4 2024 sales decrease. Key factors in the rebound include enhanced customer engagement, brand launches, and promotional plans. The retailer saw a notable rise in fragrance, body care, and sun care sales, and its rewards program grew by 3% to 45 million members.

CEO Kecia Steelman emphasized the importance of value as consumers navigate financial pressures. The company continues to add new wellness brands and plans international expansion in Mexico City, Kuwait City, and Dubai. The recent executive changes have not impeded their strong performance, with robust efforts focusing also on strategic promotions and partnerships to drive growth.