Ulta Beauty’s Latest Mass Players
The beauty retailer’s midlevel category is growing thanks to a few key brands.
With a rapidly increasing door count and a large prestige brand portfolio, Ulta Beauty is retooling its mass market business with the addition of masstige — prestige quality products made at mass market prices — brands that cater to the trend-driven Millennial and Gen Z customers. Here, a look at a few that are standing out among Ulta Beauty’s mass market offerings.