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Ulta Beauty Goes All-In On Omnichannel Beauty — Can TikTok Shop Expand The Funnel?

Ulta Beauty reported solid financial results for the first quarter of fiscal 2026, showcasing continued growth across its core U.S. business, international expansion, and emerging strategic initiatives. The company achieved an 11.1% increase in net sales to $3.2 billion, with comparable sales growing 5.3%, supported by both store and digital channels. E-commerce remained a strong contributor, with mid-teen sales growth, aided by investments in infrastructure and new features such as same-day delivery and Buy Now, Pay Later options. The launch of a TikTok Shop and live streaming initiatives targeting younger consumers also demonstrated traction and engagement. Category performance was broad-based, with fragrance leading due to high-teen comp growth, driven by both luxury core brands and exclusive offerings like NOYZ, which moved into the top 20 in its category. Haircare posted high single-digit growth primarily in prestige products, while skin care and wellness sustained low single-digit gains.