Brandwave

How popular isUlta Beauty in search?

In August 2026, there were an estimated 4.1M branded searches for Ulta Beauty worldwide which held steady over the last 11 months. Ulta Beauty holds 14.5% estimated Share of Search among beauty retailers worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Sephora58.7%
  2. Boots21.7%
  3. Ulta Beauty14.5%
  4. MECCA3.5%
  5. Cult Beauty1.6%
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Which beauty retailers compete with Ulta Beauty?

Ulta Beauty against beauty retailers worldwide, by month

Share of Search by month for Sephora, Boots, Ulta Beauty, MECCA. The figures are in the table below the chart.

View monthly share of search table
MonthSephoraBootsUlta BeautyMECCACult Beauty
Oct 202552.5%28.9%12.9%3.9%1.7%
Nov 202564.6%19.4%10.6%3.2%2.1%
Dec 202558.8%21.6%14.5%3.5%1.6%
Jan 202658.5%21.6%14.4%3.5%1.9%
Feb 202655%24.7%13.5%4.9%1.8%
Mar 202658.3%21.5%14.4%4.3%1.6%
Apr 202658.5%21.6%14.4%3.5%1.9%
May 202653.8%24.2%16.2%4%1.8%
Jun 202654%24.3%16.2%4%1.5%
Jul 202654%24.3%16.2%4%1.5%
Aug 202658.7%21.7%14.5%3.5%1.6%
Sep 2026—————

  1. 1.Sephora

    58.7%

    Held 1st. 16.6M estimated branded searches, +22.1% vs prior month. Share +4.7 points.

  2. 2.Boots

    21.7%

    Held 2nd. 6.1M estimated branded searches, 0% vs prior month. Share -2.7 points.

  3. 3.Ulta Beauty

    14.5%

    Held 3rd. 4.1M estimated branded searches, 0% vs prior month. Share -1.8 points.

  4. 4.MECCA

    3.5%

    Held 4th. 1M estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Cult Beauty

    1.6%

    Held 5th. 450K estimated branded searches, +22.3% vs prior month. Share +0.1 points.

Compare search popularity between Ulta Beauty and its closest rivals

How has branded search demand for Ulta Beauty changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Ulta Beauty worldwide held steady at 4.1M.
  • Across the 11 months ending August 2026, Ulta Beauty’s estimated Share of Search among beauty retailers worldwide increased from 12.9% to 14.5%.
  • Across the 11 months ending August 2026, Ulta Beauty’s estimated Share of Search among beauty retailers worldwide peaked at 16.2% in June 2026 and was lowest at 10.6% in November 2025.

How did search popularity change for beauty retailers worldwide in August 2026?

  1. In August 2026, Sephora gained estimated Share of Search among beauty retailers worldwide, from 54% to 58.7%.

  2. In August 2026, Boots lost estimated Share of Search among beauty retailers worldwide, from 24.3% to 21.7%.

  3. In August 2026, Ulta Beauty lost estimated Share of Search among beauty retailers worldwide, from 16.2% to 14.5%.

  4. Estimated monthly branded searches for Cult Beauty worldwide fell 18.2% over 11 measured months, from 550K to 450K in August 2026.

  5. Estimated monthly branded searches for MECCA worldwide fell 18% over 11 measured months, from 1.2M to 1M in August 2026.

How is Ulta Beauty measured?

Brandwave collects information about searches that people make online using Ulta Beauty’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • ulta beauty

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How the Brand Demand Index is measured

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