Brandwave

Sally Beauty vs Ulta Beauty:Which is more popular?

In September 2026, Ulta Beauty had more branded searches than Sally Beauty among beauty retailers in the United States. Ulta Beauty had about 8.2 million branded searches, while Sally Beauty had 2.2 million. Ulta Beauty made up 40.8% of all beauty retailer searches we track, and Sally Beauty accounted for 11.2%. When we asked ChatGPT and Google AI Overviews about beauty retailers, Ulta Beauty appeared in all three answers and Sally Beauty in one. Ulta Beauty was mentioned before Sally Beauty in every answer.

Among beauty retailers in the United States in September 2026

Who do people search for more?

Ulta Beauty, about 4 searches for every 1 for Sally Beauty

Ulta Beauty 8.2M searchesSally Beauty 2.2M searches

Who does AI mention more?

Ulta Beauty, mentioned in every answer we collected

Ulta Beauty in 3 of 3Sally Beauty in 1 of 3

Who does AI recommend more?

Ulta Beauty, named ahead of Sally Beauty in every answer

Ulta Beauty first in 3Sally Beauty never first

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Top beauty retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Ulta Beauty appeared in all three answers. Sally Beauty was mentioned in one out of three: in one of the three ChatGPT answers. Ulta Beauty was listed before Sally Beauty in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Sephora1st
  2. Ulta Beauty2nd
  3. Bluemercury3rd
  4. Bath & Body Works4th
  5. Sally Beauty5th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

See every answer about beauty retailers

3 answers

Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.

Is Sally Beauty or Ulta Beauty more popular in search?

This chart shows how often people search Google for Sally Beauty and Ulta Beauty by name. Each line represents a brand's share of searches for all five beauty retailers we track, month by month, from searches in United States.

Sally Beauty and Ulta Beauty among beauty retailers in the United States, by month

Share of searches by month for Ulta Beauty, Sally Beauty. The figures are in the table below the chart.

View monthly share of searches table
MonthUlta BeautySephoraBath & Body WorksSally BeautyBluemercury
Oct 202539.4%29.5%19.7%10.8%0.65%
Nov 202534.9%31.2%25.6%7.7%0.69%
Dec 202535.6%29%29%5.9%0.53%
Jan 202641.6%31.2%17.1%9.3%0.84%
Feb 202639.4%29.4%19.7%10.8%0.79%
Mar 202640.8%30.5%16.7%11.2%0.82%
Apr 202637.9%38.1%14%9.3%0.69%
May 202640.8%30.5%16.7%11.2%0.82%
Jun 202636.8%27.5%22.5%12.3%0.91%
Jul 202638.6%31.7%17.4%11.6%0.7%
Aug 202639.4%29.5%19.7%10.8%0.65%
Sep 202640.8%30.5%16.7%11.2%0.82%

How has the Sally Beauty and Ulta Beauty comparison changed over the last 12 months?

3 findings

How did search popularity change for United States beauty retailers in September 2026?

1 change

  1. In September 2026, Ulta Beauty gained share of searches among beauty retailers in the United States, from 39.4% to 40.8%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Sally 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.

Sally Beauty

1 branded search term

  • sally beauty

Ulta Beauty

2 branded search terms

  • ulta
  • ulta beauty

How the Brand Demand Index is measured

Other head-to-heads among beauty retailers

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