Ulta Beauty's AI-Powered Digital Strategy Delivers Strong Results. The specialty beauty retailer reported fourth-quarter net sales growth of 11.8% year-over-year, with eCommerce surging in the mid-teen range. CEO Kecia Steelman attributed the outperformance to artificial intelligence personalization in the company's automated marketing engine, which delivered relevant and timely content to customers. Digital upgrades including a new Replenish & Save subscription service and Wish List feature drove engagement. The UB Marketplace platform, launched in October, expanded product offerings across beauty and wellness categories. For fiscal 2026, Ulta Beauty projects net sales growth between 6% and 7%, with comparable sales growth of 2.5% to 3.5%. The company gained market share in both mass and prestige beauty segments throughout 2025.
