Ulta’s “Wellness Shop” Pilot Signals Deeper Ties Between Beauty And Self-Care [Forbes]
Ulta Beauty, Inc. (ULTA)
Last ulta beauty, inc. earnings: 3/12 04:03 pm
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Source: Forbes
Ulta, which developed its wellness concept back in 2021 with a curated assortment of wellness products, is evolving into a dedicated in-store experience with the launch of “Wellness by Ulta.” The concept will take the form of a dedicated shop-in-shop section and is being rolled out in four locations this week: Columbus, Ohio; Short Pump, Virginia; and Peabody, Massachusetts. As Laura Beres, VP of Wellness at Ulta Beauty, said in a statement : “Wellness by Ulta Beauty is evolving from a category into an experience.” This initiative highlights Ulta's ambition to move wellness beyond product merchandising and into experiential retail. “Our first-ever wellness boutiques will deliver discovery, education and trusted guidance together in a way that helps guests easily find what works best for them,” Beres explained—highlighting a move that goes beyond merchandising alone. By hiring expert staff and focusing on providing guidance to customers, Ulta positions itself as a credible retail de
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ULTA
Earnings
- 12/4/25 - Beat
ULTA
Sec Filings
- 12/18/25 - Form 8-K
- 12/17/25 - Form 4
- 12/10/25 - Form 4
- ULTA's page on the SEC website