How did Ulta Beauty become the nation’s leading beauty retailer based on the retail marketing mix?

In today’s retail environment, there is plenty of buzz about the “retail apocalypse”—the growing phenomenon that is likely to result in the closing of more than 6,000 brick-and-mortar chain stores this year. But all the buzz about ailing retail chains overlooks the areas of retail that are thriving. There are plenty of chains operating in the physical world that are booming as well. One such company is Ulta Beauty—the largest U.S. beauty retailer and the premier destination for cosmetics, fragrance, skin care products, hair care products, and salon services. Not only is Ulta the market leader, its revenues have doubled in the past four years as the number of stores in its chain increased from 874 to nearly 1,200. What is the secret to Ulta’s success? Customers of all kinds enthusiastically flock to Ulta because more than any other retailer, it offers a complete beauty experience.