Sephora vs Ulta: The Billion Dollar Makeup Battle

Sephora had dozens of prestige brands under one roof for the first time. A 1998 New York Times article called them a “luxury cosmetics general store.” The concept was a big hit in France, where Sephora had 10% of all cosmetic purchases. In America, consumers experienced for the first time shopping <a href="https://amzn.to/44gGnJ6" rel="noopener ugc nofollow" target="_blank">luxury cosmetics</a> at a street-side store. They were previously available only in department stores. Today, <a href="https://amzn.to/3O5n3aX" rel="noopener ugc nofollow" target="_blank">Sephora</a> is a beauty juggernaut with 1,404 stores across the entire United States. Sephora is a disruptor, but they did not incorporate mass-market brands. With that, one of their stiffest competitors saw an opening. <a href="https://medium.com/@jaysgeronca/sephora-vs-ulta-the-billion-dollar-makeup-battle-e8ddf13e064">Website</a>