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    Q2 2026 Ulta Beauty Report

    By Jacob St. John, Founder & CEO

    A look back at April through June on Ulta.com. Organic search visibility fell 14.3% across the category while brands leaned harder into sponsorship, and no single brand owns the shelf.

    • −14.3%

      organic search visibility across Ulta.com beauty

    • +5.5%

      sponsorship activity across Ulta.com beauty

    • 2.9%

      Clinique's share of Ulta.com sales, the #1 brand

    • 83%

      of sales outside the top ten brands

    What changed this quarter

    1. 01Organic search visibility fell 14.3% while sponsorship rose 5.5%.
    2. 02Clinique leads Ulta.com at 2.9% of sales, and roughly 83% sits outside the top ten brands.
    3. 03K-Beauty became its own category this quarter, with Anua and Medicube in Skincare.
    4. 04Makeup held up best of the five categories.
    5. 05Fragrance fell hardest, with organic visibility down more than 45% even as luxury houses spent to defend it.

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