Competitive PressuresAmazon has begun to lean more heavily into the cosmetics category, posing a significant threat to ULTA's core market.
Financial PerformanceULTA issued updated sales and margin targets that fall below prior plans, reflecting ongoing challenges in achieving long-term financial goals.
Market PositionULTA's competitive positioning has slipped as barriers to entry in the beauty space have diminished, resulting in share loss and increased pressure from competitors.