Ulta Beauty
Beauty retailer offering cosmetics, skincare and salon services.
Ulta Beauty at a glance
Ulta Beauty is an e-commerce website and one of the most visited sites in United States, currently ranked #86 in the country. It was founded in 1990 by Richard George and is headquartered in Bolingbrook, Illinois, United States. Today Ulta Beauty is owned by Ulta Beauty, Inc.. Our estimates put its audience at ≈ 85 million visits per month. The business earns money mainly through e-commerce sales, salon services, ultamate rewards program. Its closest rivals include sephora.com, target.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 79.9 million / month | +2% |
| Q2 | ≈ 82.5 million / month | +3% |
| Q3 | ≈ 85 million / month | +3% |
| Q4 | ≈ 90.1 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in United States, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United States86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 25.5 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United States
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| ulta beauty | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United States web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in United States
Company information
- Website
- ulta.com
- Sector
- E-commerce
- Owner
- Ulta Beauty, Inc.
- Owner type
- Public company
- Founders
- Richard George
- Founded
- 1990
- Headquarters
- Bolingbrook, Illinois, United States
- Employees
- 50,000+
- Ownership
- Ulta Beauty, Inc. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $11B annual revenue
- Languages
- English
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $11B annual revenue
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Ulta Beauty operates an online retail and marketplace platform focused on United States. Beauty retailer offering cosmetics, skincare and salon services. Revenue comes mainly from e-commerce sales, supported by the other lines listed below.
- E-commerce sales
- Salon services
- Ultamate Rewards program
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- United States
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United States)
- #86 in this index
- Sector rank
- Leading e-commerce site in United States
- Global rank
- 520
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| sephora.com | ≈ 51 million / month | #87 class competitor | — |
| target.com | ≈ 38.2 million / month | #88 class competitor | — |
What is Ulta Beauty?
Ulta Beauty (ulta.com) is an online retail and marketplace platform serving users in United States. Beauty retailer offering cosmetics, skincare and salon services. It ranks #86 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Ulta Beauty?
The site is operated by Ulta Beauty, Inc., founded by Richard George. The company was established in 1990 and is headquartered in Bolingbrook, Illinois, United States. It employs around 50,000+.
Traffic and audience
Traffic estimates place Ulta Beauty at roughly 85 million visits per month, about 2.8 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Ulta Beauty makes money
Revenue comes primarily from e-commerce sales, alongside salon services, ultamate rewards program.
Competitors in United States
Its closest rivals include sephora.com, target.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1990
Ulta Beauty is founded in Bolingbrook, Illinois, United States.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #86 among the most visited websites in United States.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Ulta Beauty?
Ulta Beauty is operated by Ulta Beauty, Inc.. Public company structure, based on public filings and press reporting.
Where is Ulta Beauty headquartered?
Ulta Beauty is headquartered in Bolingbrook, Illinois, United States.
When was Ulta Beauty founded?
Ulta Beauty was founded in 1990 by Richard George.
How many employees does Ulta Beauty have?
Ulta Beauty employs approximately 50,000+ people.
What is Ulta Beauty's revenue?
Ulta Beauty's revenue: ≈ $11B annual revenue.
Who are Ulta Beauty's competitors?
Main competitors in United States include sephora.com, target.com.
How does Ulta Beauty make money?
Mainly e-commerce sales, salon services, ultamate rewards program.
Is Ulta Beauty publicly traded?
Ulta Beauty's ownership: Public company.
How many visitors does Ulta Beauty get?
Third-party estimates place Ulta Beauty at roughly 85 million visits per month, mostly from United States, with 76% mobile traffic.
Is Ulta Beauty safe?
Ulta Beauty is an established e-commerce site founded in 1990 and ranked #86 in United States; use the official domain ulta.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsulta.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited States and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos