Ulta’s stores are mainly located in small and medium-sized cities, suburbs, and even rural areas in the United States, so they are not well known to most Chinese consumers. Founded in 1990, the largest beauty retailer in the United States, Ulta Beauty, Inc. sells cosmetics and skin care products, fragrances for men and women, nail products, bath and body products, beauty tools and hair care products, and currently operates 1,264 retail stores in all 50 states.
Younger Americans prefer Ulta to Sephora, and the brand’s lower prices, ubiquitous stores and diverse product offerings have earned it a loyal membership base comparable to Starbucks.
