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Sephora vs Ulta Beauty 2026: Store Locations, Brands, Prices

Sephora specializes exclusively in prestige and luxury cosmetics with 340+ brands, while Ulta Beauty offers a broader mix of prestige (250+ brands) and drugstore products under one roof, making Ulta more accessible for budget-conscious shoppers seeking variety.

Sephora

Sephora

Prestige-only beauty retailer owned by LVMH with 340+ luxury and high-end cosmetic brands.

Beauty enthusiasts seeking premium, high-end cosmetics; luxury brand loyalists; shoppers prioritizing curated quality over price

Score63%
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VS
Ulta Beauty

Ulta Beauty

Integrated beauty retailer offering 250+ prestige brands plus 1,000+ drugstore products at 1,380+ locations.

Value-conscious shoppers seeking both drugstore and prestige options; busy consumers preferring one-stop shopping; customers wanting salon services integrated with beauty retail

Score63%
Check Price

Quick Answer

AI Summary

Sephora specializes exclusively in prestige and luxury cosmetics with 340+ brands, while Ulta Beauty offers a broader mix of prestige (250+ brands) and drugstore products under one roof, making Ulta more accessible for budget-conscious shoppers seeking variety.

Our Verdict

AI-assisted

Choose Sephora if you prioritize curated prestige beauty, exclusive brand access, and a refined shopping experience focused on high-end cosmetics and skincare. Choose Ulta Beauty if you want one-stop shopping combining drugstore and prestige brands, greater store accessibility, expanded service offerings, and more pricing flexibility for all budgets.

Community feedback

Was this verdict helpful?

Sephora
6.3/10
Ulta Beauty
8.8/10
Sephora

Choose Sephora if

Beauty enthusiasts seeking premium, high-end cosmetics; luxury brand loyalists; shoppers prioritizing curated quality over price

Ulta Beauty

Choose Ulta Beauty if

Best pick

Value-conscious shoppers seeking both drugstore and prestige options; busy consumers preferring one-stop shopping; customers wanting salon services integrated with beauty retail

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Key Differences at a Glance

  • Brand Portfolio Range:✓ Ulta Beauty wins(250+ prestige + 1,000+ drugstore SKUs vs 340+ prestige/luxury brands only)
  • Price Range Coverage:✓ Ulta Beauty wins($3-$400+ (drugstore to luxury) vs $30-$500+ per product (prestige only))
  • US Physical Store Locations:✓ Ulta Beauty wins(1,380+ stores vs 580 stores)
See all 7 differences

Key Facts & Figures

46 numeric metrics compared

MetricSephoraUlta BeautyRatio
Number of Beauty Brands(brands)200+ brands——
Average Price Difference on Beauty Products(% below MSRP)0-15% markup above MSRP——
Physical Store Locations(count)500+ U.S. locations——
Product Return Window(days)60 days——
Free Samples per Purchase(samples)Up to 3 per transaction——
Fastest Delivery Speed (Prime/Premium)(business days)2-3 days standard——
Loyalty Rewards Earn Rate(% cash back)3% (top tier) on all purchases——
Total Product Categories(categories)1 (beauty only)——
Physical Store Locations in US(stores)580 stores1,380+ stores
Number of Prestige Brands Carried(brands)340+ prestige brands250+ prestige brands
Drugstore/Affordable Brand SKUs(products)Minimal/limited selection1,000+ drugstore items—
Average Beauty Product Price Comparison (Foundation)(USD)$48——
Number of Beauty Brands Available(brands)250+——
Return Window for Members(days)60 days——
Standard Shipping Time(business days)3-5 days——
Physical Store Locations (US)(locations)500+——
Prime/Loyalty Annual Cost(USD/year)Free (Insider tier)——
Customer Review Average Rating (Beauty Products)(stars)4.5 stars——
Loyalty Program Maximum Rewards Rate(% back)4% back (Rouge tier)4% back (top tier)
Online Return Window(days)60 days60 days
Annual Revenue (2024)(billion USD)$9.2 billion$10.7 billion
Total US Store Locations(locations)1,400 stores1,400 stores
Beauty Product Selection(products)25,000+ products25,000+ products
Beauty Brands Carried(brands)500+ brands500+ brands
Loyalty Program Members(members)40 million (Ultamate)40 million (Ultamate)
Average Beauty Product Markup(%)12-15% higher than Target12-15% higher than Target
Same-Day Pickup Speed(hours)2 hours (most locations)2 hours (most locations)
Annual Revenue (2023)(USD billion)$10.2 billion$10.2 billion
US Store Locations(stores)1,300+1,300+
Beauty Brands Carried(brands)500+500+
Beauty Product SKUs(products)25,000+25,000+
Loyalty Rewards Rate(%)1.25% all purchases1.25% all purchases
Premium Brand Exclusivity(brands)80+ premium/luxury brands80+ premium/luxury brands
Average Distance to Store(miles)8.2 miles (avg urban)8.2 miles (avg urban)
Total Store Locations(locations)1,400+1,400+
Beauty Brand Variety(brands)500+500+
Luxury Brand Availability(brands)100+ (MAC, Dyson, Charlotte Tilbury, etc.)100+ (MAC, Dyson, Charlotte Tilbury, etc.)
Ultamate/ExtraCare Rewards Rate(percent cashback)1.25% standard, 3.5% on prestige1.25% standard, 3.5% on prestige
In-Store Makeup Consultation Services(locations offering)800+ locations800+ locations
Free Shipping Threshold(USD)$35 or more$35 or more
Online-to-Store Pickup Speed(hours)Same-day in select areasSame-day in select areas
Number of US Physical Locations(stores)1,400+1,400+
Brand Partnerships in Beauty(brands)500+500+
Average Beauty Product Price Point(USD)$65-85 average transaction$65-85 average transaction
Loyalty Rewards on Beauty Purchases(points per dollar)1.25X points multiplier1.25X points multiplier
2024 Total Annual Revenue(USD billions)$13.1B$13.1B

Sourced from publicly available data ·

Key Differences

7 attributes compared head-to-head

Sephora
0Sephora
Ulta Beauty leads2 ties
Ulta Beauty
5Ulta Beauty
  • Brand Portfolio Range

    Sephora

    340+ prestige/luxury brands only

    Ulta Beauty

    250+ prestige + 1,000+ drugstore SKUs(winner)

  • Price Range Coverage

    Sephora

    $30-$500+ per product (prestige only)

    Ulta Beauty

    $3-$400+ (drugstore to luxury)(winner)

  • US Physical Store Locations

    Sephora

    580 stores

    Ulta Beauty

    1,380+ stores(winner)

  • Loyalty Program Rewards

    Sephora

    Sephora Beauty Insider: up to 4% back, tiered benefits

    Ulta Beauty

    Ultamate Rewards: up to 4% back, free gift on birthday

  • Services: In-Store Makeup Appointments

    Sephora

    Free with $50 purchase minimum, color matching

    Ulta Beauty

    Free consultations, full beauty services including lash extensions(winner)

  • Annual Revenue (2024)

    Sephora

    $9.2 billion (LVMH-owned)

    Ulta Beauty

    $10.7 billion (publicly traded)(winner)

  • Online Return Window

    Sephora

    60 days for most items

    Ulta Beauty

    60 days for most items

Full Comparison

Sephora
Ulta Beauty
Loyalty Program Members(millions)
45 million (2025)
—
FY25 Net Sales Growth(%)
9.7% annual growth
—
Annual Revenue (2023)(USD billion)
$10.2 billion
—
FY26 Projected Sales Growth(%)
Guidance not specified
—
Brand Tier Coverage
Luxury & prestige only
—
Average Price Point(relative)
Premium/High
—
Average Product Price Range(USD)
$30-$500+
$3-$400+
Average Beauty Product Price Comparison (Foundation)(USD)
$48
—
Average Beauty Product Markup(%)
12-15% higher than Target
—
Average Beauty Product Price Point(USD)
$65-85 average transaction
—
Store Expansion Strategy
Standalone + Department stores
—
Incentive Programs
Birthday gifts, tiered benefits
—
Market Focus
Luxury consumer segment
—
Number of Beauty Brands(brands)
200+ brands
—
Total Product Categories(categories)
1 (beauty only)
—
Number of Beauty Brands Available(brands)
250+
—
Beauty Brand Variety(brands)
500+
—
Luxury Brand Availability(brands)
100+ (MAC, Dyson, Charlotte Tilbury, etc.)
—
Average Price Difference on Beauty Products(% below MSRP)
0-15% markup above MSRP
—
Physical Store Locations(count)
500+ U.S. locations
—
Total US Store Locations(locations)
1,400 stores
—
Product Return Window(days)
60 days
—
Online Return Window(days)
60 days
60 days
In-Store Beauty Expert Services(store coverage)
80% of stores have trained beauty consultants
—
Free Samples per Purchase(samples)
Up to 3 per transaction
—
Fastest Delivery Speed (Prime/Premium)(business days)
2-3 days standard
—
Standard Shipping Time(business days)
3-5 days
—
Loyalty Rewards Earn Rate(% cash back)
3% (top tier) on all purchases
—
Physical Store Locations in US(stores)
580 stores
1,380+ stores
Number of Prestige Brands Carried(brands)
340+ prestige brands
250+ prestige brands
Drugstore/Affordable Brand SKUs(products)
Minimal/limited selection
1,000+ drugstore items
Beauty Brands Carried(brands)
500+
—
Beauty Product SKUs(products)
25,000+
—
Brand Partnerships in Beauty(brands)
500+
—
Show 1 more attribute
Luxury/Prestige Beauty Brand Access(availability)
Full access (Chanel, Dior, Estée Lauder, MAC, Urban Decay)
—
Return Window for Members(days)
60 days
—
Physical Store Locations (US)(locations)
500+
—
Prime/Loyalty Annual Cost(USD/year)
Free (Insider tier)
—
In-Store Beauty Consultation Available
Yes, trained advisors
—
In-Store Professional Services(service types)
Hair salon, makeup counter, brow bar, lash services
—
In-Store Beauty Services(null)
Makeovers, consultations, salon (400+ locations)
—
In-Store Makeup Consultation Services(locations offering)
800+ locations
—
Pharmacy Services Available(yes/no)
No
—
Customer Review Average Rating (Beauty Products)(stars)
4.5 stars
—
Loyalty Program Maximum Rewards Rate(% back)
4% back (Rouge tier)
4% back (top tier)
Annual Revenue (2024)(billion USD)
$9.2 billion
$10.7 billion
2024 Total Annual Revenue(USD billions)
$13.1B
—
In-Store Services Offered(service types)
Color matching, makeup application (2 services)
Makeup, haircuts, brows, lash extensions (4+ services)
Beauty Product Selection(products)
25,000+ products
—
Beauty Brands Carried(brands)
500+ brands
—
Loyalty Program Members(members)
40 million (Ultamate)
—
Same-Day Pickup Speed(hours)
2 hours (most locations)
—
US Store Locations(stores)
1,300+
—
Loyalty Rewards Rate(%)
1.25% all purchases
—
Loyalty Rewards on Beauty Purchases(points per dollar)
1.25X points multiplier
—
Premium Brand Exclusivity(brands)
80+ premium/luxury brands
—
Average Distance to Store(miles)
8.2 miles (avg urban)
—
Total Store Locations(locations)
1,400+
—
Ultamate/ExtraCare Rewards Rate(percent cashback)
1.25% standard, 3.5% on prestige
—
Free Shipping Threshold(USD)
$35 or more
—
Online-to-Store Pickup Speed(hours)
Same-day in select areas
—
Number of US Physical Locations(stores)
1,400+
—
Same-Day Fulfillment Services(service types)
Buy online, pickup in 2 hours at select stores
—

Pros & Cons

10 pros·6 cons across both

Sephora
Ulta Beauty
Sephora

Sephora

+5-3

Pros

  • Curated selection of 340+ prestige and luxury brands (Dior, Tom Ford, Nars, Fenty Beauty, Charlotte Tilbury)
  • Exclusive brand partnerships and limited-edition collections unavailable elsewhere
  • Expert beauty advisors trained in prestige product knowledge and application techniques
  • Sephora Beauty Insider loyalty program with tiered benefits (Rouge, VIB, Insider) and early access to sales
  • Free in-store color matching technology and makeup application services

Cons

  • Higher price points with most products ranging $30-$500+, less accessible for budget shoppers
  • Significantly fewer physical locations (580 stores) limits convenience for in-store shopping
  • Limited drugstore and affordable beauty options; no sub-$15 alternatives to prestige brands
Ulta Beauty

Ulta Beauty

+5-3

Pros

  • Hybrid model combining 250+ prestige brands with 1,000+ drugstore items (Maybelline, NYX, e.l.f., Revlon) in one store
  • Extensive store footprint (1,380+ locations) provides superior accessibility and same-day shopping convenience
  • Broader price range ($3-$400+) accommodates all budgets from students to luxury spenders
  • Expanded services including makeup consultations, haircuts, brow services, and lash extensions via salon partners
  • Generous Ultamate Rewards program (up to 4% back) plus birthday free gift with purchase

Cons

  • Less carefully curated prestige selection (250 brands vs. Sephora's 340); fewer exclusive launch partnerships
  • Stores can feel more crowded and less upscale; mixed high-end and drugstore merchandising dilutes brand prestige perception
  • Drugstore sections may stock lower-quality knockoffs; prestige area can lack the boutique expertise of Sephora advisors

Frequently Asked Questions

5 questions

  1. Ulta Beauty offers better overall pricing due to its extensive drugstore selection (1,000+ items starting at $3) combined with prestige options. Sephora exclusively carries prestige brands with minimum prices around $30, making it less budget-friendly. However, both offer identical 4% max loyalty rewards and frequent sales.

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