Ulta Beauty reported $2.9 billion in sales for Q3 2025. This beat analysis estimates of $2.72 billion. 

The 12.9% increase in sales is due to fast-growing demand in fragrances and the popularity of celebrity-owned brands. 

Kecia Steelman, president and CEO said, 

“Our third-quarter results exceeded our expectations, reflecting the steady progress and momentum our team is building as we execute our Ulta Beauty Unleashed Strategy. Exciting assortment newness, improved in-store and digital experiences, and bold marketing efforts are resonating with our guests and drove strong sales results, market share gains, and growth across all categories and channels, with notable strength in e-commerce.”

According to Reuters, trending and affordable offerings and marketing efforts helped attract shoppers, especially the younger demographic.

In Q3, Ulta also launched its first international expansion with seven stores in Mexico via a joint partnership with Axo. 

Ulta also opened in the Middle East, in Kuwait, last month, through its franchise partnership with Alshaya Group.

In October, the retailer also introduced the UB Marketplace featuring over 120 brands and over 3,500 stock-keeping units. 

Fragrance remained Ulta’s strongest category, followed by skincare, then makeup.

Photo: Shutterstock/ Ken Wolter