Retail

Successful brands demonstrated durability beyond initial launch windows through repeat purchase and cross-category adjacency.
The New Rules of Winning at Sephora—Category by Category
For brands operating in—or evaluating entry into—the Sephora channel, future growth will depend less on scale and more on clarity, restraint and strategic intent.
Jan 29th, 2026
Adobe Stock 608077570 Editorial Use Only
Target Unveils Its Largest-Ever Spring Beauty Reset, Doubling Down on Prestige-at-Mass, K-Beauty and Skin Health
The UAE debut follows Ulta Beauty’s regional entry in Kuwait at The Avenues on November 7, 2025 (pictured), and underscores a rapid expansion strategy across the Gulf.
Ulta Beauty Lands in the UAE, Fast-Tracking Middle East Expansion
Latest
'In terms of product assortment, we wanted to make sure that Ulta Beauty carried a diverse range of our products that cater to women’s needs from scalp to vag,' says Stripes Beauty CEO and president Cara Kamenev. 'From dehydrated skin to estrogen loss, Stripes has something to target all midlife needs, so it was important for us to have that wide range of products represented to cater to every woman’s unique body and experience.'
Menopause Goes Mainstream: Cara Kamenev, Stripes Beauty’s CEO, on a Bold Ulta Expansion
The launch also reflects a broader industry reckoning: women navigating menopause remain one of beauty’s most underserved consumer groups, despite their spending power and influence.
Jan 22nd, 2026
The collection reimagines three e.l.f. hero products—Power Grip Primer, Halo Glow and Camo—through H&M’s fashion-forward lens, turning high-equity makeup IP into emotionally driven, wearable fragrance.
H&M x e.l.f. Enter Fragrance at Peak Momentum—Turning Hero Makeup into Scented IP
For the first nine months of 2025, fragrance emerged as one of the strongest categories across the mass and prestige channels.
Jan 22nd, 2026
Advance Your Expertise with UC’s Online Master’s in Cosmetic Science
Sponsored
Advance Your Expertise with UC’s Online Master’s in Cosmetic Science
Stay on the cutting edge of skincare, haircare, and personal-care product innovation with UC’s 100% online MS in Cosmetic Science. Gain expertise in formulation and safety taught by world-class faculty with real-world industry experience.
Jan 12th, 2026
The brand’s name is inspired by the Korean phrase “haruharu,” meaning “day by day,” and has grown rapidly since its launch, expanding into more than 150 countries and partnering with over 90 retailers worldwide within just five years.
Haruharu Wonder Brings Affordable K-Beauty Innovation to Target Stores Nationwide
Female-owned Korean skincare brand brings slow beauty, barrier care, and sub-$25 essentials to Target customers coast-to-coast.
Jan 6th, 2026
'I'm so excited to bring Rare Beauty to Ulta Beauty,' said Selena Gomez, Rare Beauty founder and creator. 'I started Rare Beauty to help people feel seen and celebrated as they are.'
Rare Beauty Expands to Ulta Nationwide in 2026 with Exclusive Products & Charitable Initiative
This marks Rare Beauty’s first retail expansion since the brand launched in 2020.
Jan 5th, 2026
Founded in 2018, Sukoshi is known for its curation of over 200 brands from Korea, Japan and across Asia.
Sukoshi Announces Major U.S. Retail Expansion
Locations include King of Prussia Mall in Pennsylvania, Lenox Square in Atlanta, Aventura Mall in Miami, Bellevue Square in Washington and Garden State Plaza in New Jersey.
Dec 11th, 2025
Starting December 1, amika products will be available in all Ulta Beauty stores nationwide and online at Ulta.com, giving shoppers access to a range of wash care, masks and styling products.
B Corp Certified Hair Care Brand amika Expands to Ulta
amika, the Brooklyn-based, B Corp-certified hair care brand that’s known for its inclusive, high-performing formulas and playful spirit, announces its debut at Ulta Beauty.
Oct 31st, 2025
Sephora remained the No.1 favorite beauty shopping destination, gaining 2-points of mindshare sequentially. Ulta remained No. 2, and Target appeared at No. 3 (in line with its historic trend).
Teen Wallets Declining as Sephora, Ulta and Target Remain Fan-Favorites
Piper Sandler's 50th semi-annual teens survey has been released, indicating a decline in teens' core wallets and ranking teens' favorite cosmetic brands and shopping destinations.
Oct 29th, 2025
Inspired by Gunderson’s family’s tradition of having a birthday “Yes Day,” the name Yes Day represents joy, positivity and freedom to say yes to fun. Granderson wanted her skincare brand to represent this spirit, helping young people everywhere make everyday a 'Yes Day' through positive self-care and healthy, habit-forming skincare routines.
13-Year-Old Coco Granderson x Skin Care Expert Ron Robinson to Launch Yes Day, A Glow-Inducing Line for Gen Zalpha
Gen Zalpha skincare line Yes Day is targeting across generational lines, giving both Gen Z and Gen Alpha the chance to say "yes" to good skin every day.
Oct 10th, 2025
While “Sephora Kids” sparked cultural conversation, Evereden seeks to avoid controversy by co-creating with kids and their parents to arrive at clinically tested, education-driven skin care.
Evereden Partners with Sephora to Develop a Responsible Gen Alpha Beauty Category
While “Sephora Kids” sparked cultural conversation, Evereden seeks to avoid controversy by co-creating with kids and their parents to arrive at clinically tested, education-driven skin care.
Oct 1st, 2025
Shoppers can now get product recommendations and buy directly from millions of Shopify merchants through ChatGPT.
Glossier and Other Beauty Brands Will Soon Be Shoppable on ChatGPT Following New Shopify Partnership
Shoppers can now get product recommendations and buy directly from millions of Shopify merchants through ChatGPT.
Sep 29th, 2025