Cult Beauty vs Ulta Beauty:Which is more popular by branded search?
In August 2026, Ulta Beauty had more branded searches than Cult Beauty among beauty retailers worldwide. Ulta Beauty was estimated to have 4.1M branded searches compared to Cult Beauty’s 450K, and held a 14.5% Share of Search versus Cult Beauty’s 1.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Cult Beauty or Ulta Beauty?
Compare the retailers people buy beauty products from. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Ulta Beauty, Cult Beauty. The figures are in the table below the chart.
View monthly share of search table
| Month | Sephora | Boots | Ulta Beauty | MECCA | Cult Beauty |
|---|---|---|---|---|---|
| Oct 2025 | 52.5% | 28.9% | 12.9% | 3.9% | 1.7% |
| Nov 2025 | 64.6% | 19.4% | 10.6% | 3.2% | 2.1% |
| Dec 2025 | 58.8% | 21.6% | 14.5% | 3.5% | 1.6% |
| Jan 2026 | 58.5% | 21.6% | 14.4% | 3.5% | 1.9% |
| Feb 2026 | 55% | 24.7% | 13.5% | 4.9% | 1.8% |
| Mar 2026 | 58.3% | 21.5% | 14.4% | 4.3% | 1.6% |
| Apr 2026 | 58.5% | 21.6% | 14.4% | 3.5% | 1.9% |
| May 2026 | 53.8% | 24.2% | 16.2% | 4% | 1.8% |
| Jun 2026 | 54% | 24.3% | 16.2% | 4% | 1.5% |
| Jul 2026 | 54% | 24.3% | 16.2% | 4% | 1.5% |
| Aug 2026 | 58.7% | 21.7% | 14.5% | 3.5% | 1.6% |
| Sep 2026 | — | — | — | — | — |
How has the Cult Beauty and Ulta Beauty comparison changed over the last 12 months?
3 findings
- Ulta Beauty was ahead of Cult Beauty in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Cult Beauty’s estimated Share of Search among beauty retailers worldwide moved from 1.7% to 1.6%, and its estimated monthly branded searches moved from 550K to 450K.
- Across the 11 months ending August 2026, Ulta Beauty’s estimated Share of Search among beauty retailers worldwide moved from 12.9% to 14.5%, and its estimated monthly branded searches held steady at 4.1M.
How did search popularity change for beauty retailers worldwide in August 2026?
2 changes
In August 2026, Ulta Beauty lost estimated Share of Search among beauty retailers worldwide, from 16.2% to 14.5%.
Estimated monthly branded searches for Cult Beauty worldwide fell 18.2% over 11 measured months, from 550K to 450K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Cult Beauty’s and Ulta Beauty’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Cult Beauty
1 branded search term
- cult beauty
Ulta Beauty
1 branded search term
- ulta beauty
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.