Ulta Beauty is heading into the holiday season with a strong dose of confidence. The beauty retailer has raised its full-year sales and profit outlook after seeing a big jump in demand for makeup, skincare, and fragrances. The upbeat news pushed Ulta’s stock up about 5% in after-hours trading.
Stores have been buzzing lately. Ulta says customers — especially younger shoppers — are responding well to its mix of trendy, affordable products and eye-catching marketing. Fragrances are selling fast too, along with celebrity brands like Rihanna’s Fenty Beauty, which continue to draw loyal fans.
Even though many Americans are being cautious with their spending this year, CEO Kecia Steelman says shoppers still want to treat themselves — they’re just looking for more value. “We know many consumers’ wallets are pressured,” she said, “and they are seeking value this holiday season.” Ulta believes its product mix fits that moment perfectly.
With momentum building, the company now expects around $12.3 billion in annual net sales, up from earlier estimates. Ulta also raised its comparable-sales outlook for fiscal 2025 to 4.4%–4.7%, nearly double its previous forecast. Profit expectations jumped too, with the retailer now expecting $25.20 to $25.50 per share.
Ulta’s latest quarter delivered plenty of good news: sales climbed 12.9% to $2.86 billion, beating expectations, and earnings hit $5.14 per share, well above analyst estimates. Lower shipping costs and fewer losses from damaged or missing inventory also helped lift profits.
All signs suggest Ulta is stepping into the holiday rush with strong momentum — and customers seem ready to fill their baskets with beauty favorites.
