Brandwave

Sephora vs Ulta Beauty:Which is more popular?

In September 2026, Ulta Beauty had more branded searches than Sephora among beauty retailers in the United States. Ulta Beauty had about 8.2 million branded searches, while Sephora had 6.1 million. Ulta Beauty made up 40.8% of all beauty retailer searches we track, and Sephora accounted for 30.5%. When we asked ChatGPT and Google AI Overviews about beauty retailers, both Sephora and Ulta Beauty appeared in all three answers. Sephora was mentioned before Ulta Beauty in two out of three answers.

Among beauty retailers in the United States in September 2026

Who do people search for more?

Ulta Beauty, about 34% more searches than Sephora

Ulta Beauty 8.2M searchesSephora 6.1M searches

Who does AI mention more?

Both are mentioned in every answer we collected.

Sephora in 3 of 3Ulta Beauty in 3 of 3

Who does AI recommend more?

Sephora, named ahead of Ulta Beauty in 2 of 3 answers

Sephora first in 2Ulta Beauty first in 1

Follow Sephora vs Ulta Beauty and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top beauty retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, both Sephora and Ulta Beauty showed up in all three answers. Sephora was listed before Ulta Beauty in two of them.

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 Sephora or Ulta Beauty more popular in search?

This chart shows how often people search Google for Sephora 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.

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

Share of searches by month for Ulta Beauty, Sephora. 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 Sephora and Ulta Beauty comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Sephora took it in April 2026, Ulta Beauty took it in May 2026.
  • Across the 12 months ending September 2026, Sephora’s share of searches among beauty retailers in the United States moved from 29.5% to 30.5%, and its estimated monthly branded searches held steady at 6.1M.
  • Across the 12 months ending September 2026, Ulta Beauty’s share of searches among beauty retailers in the United States moved from 39.4% to 40.8%, and its estimated monthly branded searches held steady at 8.2M.

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

2 changes

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

  2. In September 2026, Sephora gained share of searches among beauty retailers in the United States, from 29.5% to 30.5%.

How are branded searches counted?

3 search terms

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

2 branded search terms

  • ulta
  • ulta beauty

How the Brand Demand Index is measured

Other head-to-heads among beauty retailers

Creator with pink hair and a pink jacket

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.

Start free