Ulta Beauty reported a 6.7% increase in sales and a 3.7% rise in customer transactions. However, foot traffic at same-store locations decreased by 1.1% in the second quarter of 2025, leading to the end of their partnership with Target after five years. Reddit claims Ulta shops faced retail theft issues.

Ulta CEO Kecia Steelman reassured plans to expand the wellness section in stores to boost sales. With a focus on self-care, Ulta carries 150 brands and 700 products in the wellness section. Steelman believes the wellness market, growing faster than beauty, presents an opportunity for Ulta to leverage its brand credibility.

Read more at Yahoo Finance: Ulta Beauty makes major store change amid breakup with Target