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Ulta Beauty Earns Top Industry Honor for 2026

The retailer receives the WWD Honor for Public Beauty Company of the Year following strong quarterly growth.

Updated on Oct. 27, 2026 in Beauty

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Ulta Beauty was named Public Beauty Company of the Year by WWD for 2026, following strong sales growth and expanded retail partnerships. AI Illustration. Upload story photo >

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Ulta Beauty secured the 2026 WWD Honor for Public Beauty Company of the Year after reporting a surge in quarterly net sales. The company currently operates more than 1,500 stores across the United States.

Why it matters

The recognition reflects Ulta Beauty's aggressive efforts to maintain its market edge through diverse brand partnerships and a focus on value-oriented shoppers. These strategic pivots aim to sustain growth amidst a complex economic environment.

Ulta reported second-quarter net sales reached $3 billion, marking an 8.9 percent increase. The company forecasts total net sales growth between 6.7 percent and 7.2 percent for the full 2026 fiscal year.

The players

Ulta Beauty

This U.S.-based retailer operates a national network of more than 1,500 stores and provides a diverse range of beauty products and salon services.

Bath & Body Works

This personal care brand entered a partnership in July 2026 to have its products distributed in over 600 Ulta Beauty retail locations.

The details

The company bolstered its competitive standing by integrating Wellness by Ulta shops-in-shop, a TikTok Shop storefront, and a ChatGPT plugin. Additionally, the retailer expanded its inventory with 13 new Korean hair care brands and a partnership to stock Bath & Body Works products in over 600 locations.

Timeline

  1. January 2026: Launched Wellness by Ulta shops-in-shop.

  2. February 2026: Launched a professional athlete roster.

  3. March 2026: Opened a storefront on TikTok Shop.

  4. August 1, 2026: The fiscal second quarter concluded.

  5. 2027: Expected opening of the Times Square flagship store.

Culture Shift

This award marks a milestone in the company's efforts to outperform sector peers by aligning with modern digital shopping behaviors. The shift emphasizes a pivot toward a high-tech, multi-channel retail experience that traditional beauty brick-and-mortar stores are increasingly adopting.

Shoppers can expect to see more specialized brands, including Korean hair care lines and Bath & Body Works products, at local storefronts. These changes are designed to streamline the shopping experience for value-oriented consumers while providing access to a wider variety of goods.

The takeaway

Ulta Beauty continues to adapt its business model by integrating digital tools like ChatGPT and TikTok into its retail strategy. This approach helps the company capture attention from younger, tech-savvy demographics while maintaining its footprint in the physical retail space.

What happens next

Ulta Beauty plans to open a flagship store in Times Square in 2027.

Further reading

Learn more about the latest developments in the sector on the United States Beauty page.

Source note: This article includes information reported by WWD.

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