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    Report

    2025 Ulta Beauty Year-End Review

    By Jacob St. John, Founder & CEO

    The full year of 2025 on Ulta.com, covering brands, sponsorship and search across Body Care, Hair Care, Skincare, Makeup and Fragrance.

    • 3.3%

      Clinique's share of sales, the #1 brand

    • 82%

      of sales outside the top ten brands

    • +36.4%

      sponsorship activity for the year

    • 640

      best-selling brands, up from 530

    What changed in 2025

    1. 01Clinique led Ulta.com at 3.3% of sales, and 82% sat outside the top ten brands.
    2. 02Sponsorship activity rose 36.4% for the year.
    3. 03Best-selling brands grew from 530 to 640.
    4. 04NYX Professional Makeup held the most sponsorship at 4.2%, and RoC gained 2.6 points to 2.9%.

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