Report | Beauty Industry

Sephora vs. Ulta: Spotlight on Evolving Beauty Trends

Beauty is in the eye of the beholder but when it comes to the multi-billion-dollar beauty industry, a clear and distinct picture arises: People’s willingness and motivations to shop for beauty products have changed dramatically since the onset of the COVID-19 pandemic.

In this whitepaper, Alisha Kapur, Similarweb’s consultant for eCommerce and travel, provides a comprehensive analysis of the different marketing moves that Sephora and Ulta Beauty – the top two beauty chains in the United States – have made to convince customers to go back to spending on non-essential items, in general, and cosmetics and personal-care products, in particular.

Insights you will find in the whitepaper include:

  • The surprising marketing channel that Sephora is leveraging to drive profitable growth
  • Varying discount pricing strategies and results
  • Cosmetics 2.0: The rise of virtual makeup try-ons
  • From top to bottom: The highest converting non-branded search terms


This whitepaper is intended to help analysts, researchers, and eCommerce managers with market research, competitor benchmarking, and conversion funnel optimization in the midst of a “New Normal.”

Check out our blog post: Ulta vs. Sephora: Which is the Best Fit for Your Brand? (+ Top Brands Ranked)