Ulta Beauty vs CVS: Which Retailer Is Better? 2026
Ulta Beauty specializes exclusively in cosmetics and beauty with 1,400+ stores and 500+ brands, while CVS is a pharmacy chain with beauty as a secondary category across 9,900+ locations. Ulta offers deeper beauty expertise and selection, whereas CVS provides convenience through integrated pharmacy services.
Ulta Beauty
Specialty beauty retailer with 500+ brands and expert services across 1,400+ US stores.
Beauty enthusiasts, makeup professionals, customers seeking luxury brands and expert advice
CVS
Pharmacy-focused retail chain with 9,900+ locations offering beauty products as secondary category.
Customers needing pharmacy services, convenience shoppers, budget-conscious buyers of drugstore brands
Quick Answer
AI SummaryUlta Beauty specializes exclusively in cosmetics and beauty with 1,400+ stores and 500+ brands, while CVS is a pharmacy chain with beauty as a secondary category across 9,900+ locations. Ulta offers deeper beauty expertise and selection, whereas CVS provides convenience through integrated pharmacy services.
Our Verdict
AI-assistedChoose Ulta Beauty if you prioritize beauty expertise, luxury brand access, and superior loyalty rewards on cosmetics purchases. Choose CVS if you need convenient one-stop shopping that combines pharmacy services with basic beauty needs, especially for prescription medications and everyday health items.
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TIE — neck and neck
Choose Ulta Beauty if
Beauty enthusiasts, makeup professionals, customers seeking luxury brands and expert advice
Choose CVS if
Customers needing pharmacy services, convenience shoppers, budget-conscious buyers of drugstore brands
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Key Differences at a Glance
- Store Count:✓ CVS wins(9,900+ locations vs 1,400+ locations)
- Brand Selection:✓ Ulta Beauty wins(500+ beauty brands vs 80-100 beauty brands)
- Primary Category:Beauty & cosmetics only vs Pharmacy (beauty secondary)
Key Facts & Figures
43 numeric metrics compared
| Metric | Ulta Beauty | CVS | Ratio |
|---|---|---|---|
| Total US Store Locations(locations) | 1,400 stores | — | — |
| Beauty Product Selection(products) | 25,000+ products | — | — |
| Beauty Brands Carried(brands) | 500+ brands | — | — |
| Loyalty Program Members(members) | 40 million (Ultamate) | — | — |
| Average Beauty Product Markup(%) | 12-15% higher than Target | — | — |
| Same-Day Pickup Speed(hours) | 2 hours (most locations) | — | — |
| Annual Revenue (2023)(billion USD) | $10.2B | — | — |
| US Store Locations(stores) | 1,300+ | — | — |
| Beauty Brands Carried(brands) | 500+ | — | — |
| Beauty Product SKUs(products) | 25,000+ | — | — |
| Loyalty Rewards Rate(%) | 1.25% all purchases | — | — |
| Premium Brand Exclusivity(brands) | 80+ premium/luxury brands | — | — |
| Average Distance to Store(miles) | 8.2 miles (avg urban) | — | — |
| Physical Store Locations in US(stores) | 1,380+ stores | — | — |
| Number of Prestige Brands Carried(brands) | 250+ prestige brands | — | — |
| Drugstore/Affordable Brand SKUs(products) | 1,000+ drugstore items | — | — |
| Loyalty Program Maximum Rewards Rate(% back) | 4% back (top tier) | — | — |
| Online Return Window(days) | 60 days | — | — |
| Annual Revenue (2024)(billion USD) | $10.7 billion | — | — |
| Total Store Locations(locations) | 1,400+ | — | — |
| Beauty Brand Variety(brands) | 500+ | — | — |
| Luxury Brand Availability(brands) | 100+ (MAC, Dyson, Charlotte Tilbury, etc.) | — | — |
| Ultamate/ExtraCare Rewards Rate(percent cashback) | 1.25% standard, 3.5% on prestige | — | — |
| In-Store Makeup Consultation Services(locations offering) | 800+ locations | — | — |
| 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+ | — | — |
| Brand Partnerships in Beauty(brands) | 500+ | — | — |
| Average Beauty Product Price Point(USD) | $65-85 average transaction | — | — |
| Loyalty Rewards on Beauty Purchases(points per dollar) | 1.25X points multiplier | — | — |
| 2024 Total Annual Revenue(USD billions) | $13.1B | — | — |
| Total Store Locations(stores) | 1,400+ | — | — |
| Beauty Brand Partners(brands) | 500+ | 80-100 | |
| Loyalty Rewards Rate(% cash back) | Up to 10% | — | — |
| Return Policy Window(days) | 60 days | — | — |
| Total Retail Locations (US)(stores) | 1,400+ | 9,900+ | |
| Loyalty Reward Value on Beauty Purchases(%) | 10% value redemption | 1% value redemption | |
| Annual Revenue(USD Billions) | $10.2 billion (2024) | $170 billion (2024) | |
| Average Store Size(sq ft) | 10,000-12,000 | 8,000-10,000 | |
| Annual Revenue (2024)(Billion USD) | CVS | CVS | |
| Fiscal 2026 Revenue Projection(Billion USD) | CVS | CVS | |
| Q4 2025 Revenue Growth(%) | CVS | CVS | |
| Store Closures (2024-2026)(Number of Stores) | CVS | CVS |
Sourced from publicly available data ·
Key Differences
7 attributes compared head-to-head
- 1,400+ locationsStore Count9,900+ locations(winner)
- 500+ beauty brands(winner)Brand Selection80-100 beauty brands
- Beauty & cosmetics onlyPrimary CategoryPharmacy (beauty secondary)
- 1 point per $1 spent (10% redemption value)(winner)Loyalty Program Rewards Rate1 point per $1 spent (1% redemption value)
- Beauty consultations, makeup application, shade matching(winner)In-Store ServicesPharmacy services, health clinics, basic makeup advice
- $65-80 (beauty-focused)Average Transaction Basket$25-35 (mixed basket)
- High-end brands (Estée Lauder, MAC, Urban Decay, Dyson)(winner)Luxury Brand AvailabilityLimited luxury (CoverGirl, Revlon, L'Oréal)
- Store Count
Ulta Beauty
1,400+ locations
CVS
9,900+ locations(winner)
- Brand Selection
Ulta Beauty
500+ beauty brands(winner)
CVS
80-100 beauty brands
- Primary Category
Ulta Beauty
Beauty & cosmetics only
CVS
Pharmacy (beauty secondary)
- Loyalty Program Rewards Rate
Ulta Beauty
1 point per $1 spent (10% redemption value)(winner)
CVS
1 point per $1 spent (1% redemption value)
- In-Store Services
Ulta Beauty
Beauty consultations, makeup application, shade matching(winner)
CVS
Pharmacy services, health clinics, basic makeup advice
- Average Transaction Basket
Ulta Beauty
$65-80 (beauty-focused)
CVS
$25-35 (mixed basket)
- Luxury Brand Availability
Ulta Beauty
High-end brands (Estée Lauder, MAC, Urban Decay, Dyson)(winner)
CVS
Limited luxury (CoverGirl, Revlon, L'Oréal)
Full Comparison
| Attribute | Ulta Beauty | CVS |
|---|---|---|
| Total US Store Locations(locations) | 1,400 stores | — |
| Beauty Product Selection(products) | 25,000+ products | — |
| Beauty Brands Carried(brands) | 500+ brands | — |
| Loyalty Program Members(members) | 40 million (Ultamate) | — |
| Average Beauty Product Markup(%) | 12-15% higher than Target | — |
| Average Product Price Range(USD) | $3-$400+ | — |
| Average Beauty Product Price Point(USD) | $65-85 average transaction | — |
| Average Beauty Product Price Range(USD) | $5-$400+ | — |
| 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 | — |
| In-Store Beauty Services | Makeup consultations, demos, color matching | — |
Show 1 more attributeHealthcare Service Integration(Level) Comprehensive (clinics, insurance, pharmacy) — | ||
| Same-Day Pickup Speed(hours) | 2 hours (most locations) | — |
| Annual Revenue (2023)(billion USD) | $10.2B | — |
| Annual Revenue (2024)(billion USD) | $10.7 billion | — |
| 2024 Total Annual Revenue(USD billions) | $13.1B | — |
| US Store Locations(stores) | 1,300+ | — |
| Beauty Brands Carried(brands) | 500+ | — |
| Beauty Product SKUs(products) | 25,000+ | — |
| Number of Prestige Brands Carried(brands) | 250+ prestige brands | — |
| Drugstore/Affordable Brand SKUs(products) | 1,000+ drugstore items | — |
| Brand Partnerships in Beauty(brands) | 500+ | — |
Show 3 more attributesLuxury/Prestige Beauty Brand Access(availability) Full access (Chanel, Dior, Estée Lauder, MAC, Urban Decay) — Beauty Brand Partners(brands) 500+ 80-100 Luxury Brand Selection(tier) Premium (Dyson, Estée Lauder, MAC, Charlotte Tilbury) Standard drugstore brands (CoverGirl, Revlon) | ||
| Loyalty Rewards Rate(%) | 1.25% all purchases | — |
| Loyalty Rewards on Beauty Purchases(points per dollar) | 1.25X points multiplier | — |
| Loyalty Rewards Rate(% cash back) | Up to 10% | — |
| Premium Brand Exclusivity(brands) | 80+ premium/luxury brands | — |
| Average Distance to Store(miles) | 8.2 miles (avg urban) | — |
| Physical Store Locations in US(stores) | 1,380+ stores | — |
| Loyalty Program Maximum Rewards Rate(% back) | 4% back (top tier) | — |
| Online Return Window(days) | 60 days | — |
| In-Store Beauty Expert Services(store coverage) | 80% of stores have trained beauty consultants | — |
| Return Policy Window(days) | 60 days | — |
| In-Store Beauty Consultation Services(availability) | Free consultations at all locations | Basic advice only, no formal consultations |
| In-Store Services Offered(service types) | Makeup, haircuts, brows, lash extensions (4+ services) | — |
| Total Store Locations(locations) | 1,400+ | — |
| Beauty Brand Variety(brands) | 500+ | — |
| Luxury Brand Availability(brands) | 100+ (MAC, Dyson, Charlotte Tilbury, etc.) | — |
| 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 | — |
| Total Store Locations(stores) | 1,400+ | — |
| Online & In-Store Integration | Ship from store, BOPIS, curbside | — |
| Online Fulfillment (Same-Day Pickup)(availability) | Available at most locations | Available at most locations |
| Total Retail Locations (US)(stores) | 1,400+ | 9,900+(winner) |
| Loyalty Reward Value on Beauty Purchases(%) | 10% value redemption(winner) | 1% value redemption |
| Annual Revenue(USD Billions) | $10.2 billion (2024) | $170 billion (2024)(winner) |
| Annual Revenue (2024)(Billion USD) | CVS | — |
| Fiscal 2026 Revenue Projection(Billion USD) | CVS | — |
| Analyst Earnings Beat (Q4 2025)(Yes/No) | Yes - beat expectations | — |
| Average Store Size(sq ft) | 10,000-12,000 | 8,000-10,000 |
| Q4 2025 Revenue Growth(%) | CVS | — |
| Store Closures (2024-2026)(Number of Stores) | CVS | — |
| Digital/Mobile Platform(Features) | Fully integrated with telehealth | — |
| Local Store Convenience(Accessibility Rating) | CVS | — |
Ulta BeautyShow 1 more attribute
Show 3 more attributes
Pros & Cons
10 pros·6 cons across both
Ulta Beauty
Pros
- 500+ beauty brands including luxury (MAC, Urban Decay, Estée Lauder)
- Industry-leading loyalty rewards (10% value on redemption vs 1% at CVS)
- Free in-store beauty consultations and makeup application services
- Dedicated beauty staff with product knowledge and training
- Frequent promotional events and brand collaborations (Sephora partnership through LVMH)
Cons
- Limited to beauty category (no pharmacy or grocery)
- Fewer physical locations limits convenience for rural customers
CVS
Pros
- Largest retail footprint with 9,900+ stores for maximum convenience
- Integrated pharmacy for prescription refills and health services
- MinuteClinic on-site for basic healthcare needs
- Competitive pricing on everyday beauty brands (CoverGirl, Revlon, Neutrogena)
- ExtraBucks rewards program integrates with pharmacy purchases
Cons
- Limited beauty brand selection (80-100 brands vs Ulta's 500+)
- Weaker loyalty rewards for beauty (1% redemption value)
- No dedicated beauty consultants or makeup application services
- Beauty section typically occupies minimal shelf space
Frequently Asked Questions
5 questions
Ulta Beauty offers complimentary makeup application services at nearly all locations with trained beauty advisors. CVS does not have a formal makeup application service, though some staff can provide basic advice. Ulta's service is ideal for special occasions or learning new techniques, while CVS is primarily for product purchases.
Resources & Learn More
Curated sources to dive deeper
Wikipedia
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