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Customers express frustration online as ticket sales for Ulta Beauty World sell out within minutes, raising concerns.
Ulta Beauty, America’s largest beauty retailer is facing strong criticism from customers because it cannot fulfill increasing demand levels while also competing with Edgy Brands starting in 2020. In the third quarter of 2025, Ulta reported that comparable revenues were up 6.3% compared to Q3 last years. The Average Transaction Value (ATV) increased by 4% over Q3 last year. In-store transactions increased by 2.4%, while customer traffic at Ulta stores was up 3.3% which suggest that self-care and wellness continue to be increasingly important for consumers, particularly younger cohorts. Despite current economic concerns, financial rate and Ulta’s recent survey found that 74% of U.S. consumers, primarily Gen Zs and Millennials believe self-care should be included in their overall beauty experience.
Men's grooming product purchases average $90 each month while women's average purchase is $80. Valerie Greer, who oversees sales and marketing at Bread Financial, commented on how Beauty sales are holding strong; especially for Young Consumers, Women, And Men. In response to the increased interest, Ulta Beauty has developed an Interactive Beauty Expo called "Ulta Beauty World" where customers can interact with multiple vendors, receive Free Products, and attend Master Classes.
Ulta Beauty responded to the amount of hype and the number of requests to attend their event and said they were excited by the demand for it and are planning an even bigger event next year. Customers unhappy with their customer service continue to voice their displeasure on Social Media about how their tickets were distributed, asking what Ulta Beauty is doing to ensure Fairness in the process. There are projected sales of over $108 billion this year in the Market for Beauty in the U.S. and Ulta Beauty has experienced difficulty supplying customers' demands, demonstrating various challenges faced by retailers in today's competitive environment.
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