Sephora vs Ulta Beauty:Which is more popular by branded search?
In August 2026, Sephora had more branded searches than Ulta Beauty among beauty retailers worldwide. Sephora was estimated to have 16.6M branded searches compared to Ulta Beauty’s 4.1M, and held a 58.7% Share of Search versus Ulta Beauty’s 14.5%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Sephora 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 Sephora, Ulta 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 Sephora and Ulta Beauty comparison changed over the last 12 months?
3 findings
- Sephora was ahead of Ulta Beauty in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Sephora’s estimated Share of Search among beauty retailers worldwide moved from 52.5% to 58.7%, and its estimated monthly branded searches held steady at 16.6M.
- 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, Sephora gained estimated Share of Search among beauty retailers worldwide, from 54% to 58.7%.
In August 2026, Ulta Beauty lost estimated Share of Search among beauty retailers worldwide, from 16.2% to 14.5%.
How each brand is measured
Brandwave collects information about searches that people make online using Sephora’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.
Sephora
1 branded search term
- sephora
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.