Recent data shared by BeautyMatter highlights how Sephora and Ulta shoppers differ across brand loyalty, category preference, and trust drivers. These differences shape how brands earn trust, build affinity, and ultimately drive sell-through.

For beauty brands navigating one - or both - retailers, understanding these nuances is essential. Below, we outline some key considerations for tailoring social and influencer strategies to resonate with each audience, whether you are currently on shelf or strategically positioning for future distribution.

TRUST IS BUILT DIFFERENTLY

Education remains one of the most powerful trust-building tools in beauty. But what builds trust at Sephora is not always what builds trust at Ulta.

Skincare: Sephora

Sephora’s online skincare shopper is distinctly ingredient-driven. Transparency, formulation depth, and scientific credibility carry weight.

Strategically, this means spotlighting hero ingredients through carousel deep-dives, founder-led formulation storytelling, and partnerships with cosmetic chemists who can unpack why a formula works - not just what it promises. The emphasis is proof of formulation.

Skincare: Ulta

Ulta’s online skincare shopper prioritizes clinical efficacy and routine integration. Performance is evaluated in real-life context.

Content should emphasize measurable clinical results, before-and-after storytelling, and seamless routine education. Claim-forward product videos and GRWM-style content demonstrating how products perform within a complete regimen will resonate. For the Ulta audience, the emphasis is proof of performance.

Haircare: Sephora

In haircare, Sephora shoppers gravitate toward sensorial experiences. Elevated, immersive storytelling drives engagement.

Content that brings look, feel, and sound to life - from texture swatches to in-shower rituals to ASMR styling - reinforces desirability and brand perception.

Haircare: Ulta

Ulta’s haircare shopper leans professional and salon-adjacent. Credibility is often rooted in expertise.

Partnerships with pro hairstylists and salon professionals - showcasing why they use and recommend your products - build authority and trust within this community. Expert validation becomes the conversion driver.

BRAND LOYALTY

Beyond education, brand affinity is shaped by distinct motivations.

Sephora

Shoppers gravitate toward culturally relevant, design-forward, and often viral brands - particularly in makeup.

Strong creative direction, a distinctive visual identity, and socially native storytelling are essential. Third-party validation from culturally influential, brand-aligned creators reinforces momentum and keeps brands culturally current.

Ulta

The Ulta audience is typically more price-conscious and replenishment-driven. Value, accessibility, and performance consistency matter.

Retargeting campaigns around hero SKUs, clear benefit messaging, and strategic support around promotional moments can effectively drive conversion and repeat purchase. Reliability, not novelty, sustains loyalty here.

IN CONCLUSION

Sephora and Ulta may sit side-by-side in the prestige beauty landscape, but their shoppers engage with brands through different lenses. Distribution alone does not guarantee performance. Alignment does.

For brands seeking retail growth, marketing strategies must be intentionally calibrated - from education depth to creator mix to performance messaging. The brands that succeed adapt their storytelling to match the mindset of these differing consumers.