Is Ulta Changing the Beauty Retailer Game? : 5 Brands You Can Buy Right Now!

Is Ulta Changing the Beauty Retailer Game? : 5 Brands You Can Buy Right Now!

In a previous survey, we asked you, the Cocoa Collective, which beauty retailer you preferred to shop at. The majority of you gave your vote to Sephora, however, in a personal study of the brand about a year ago, I explored the current climate of the beauty retailer industry and who is *actually* winning. Surprise Surprise. It is not Sephora. 

Here are some of the major players in the beauty retailer industry today. 

And Ulta actually retains the majority of the market share in it's category, in the US.

We’re a prestige, mass-merchandise and
salon experience.
— Alex Lelli, senior vice president for growth and development for Ulta.

With their recent slew of brand additions, its really no wonder. Ulta describes themselves as a one-stop beauty shop and they are continuing to come for our edges, almost every week it seems, with a new announcement. In addition to adding Drybar salons in 400 of their brick and mortar stores last year, (and lets not forget they already have Benefit Brow Bars in most of their stores as well,) they have added a bunch of exciting brands to their e-commerce site and in stores that carry loads of brown skin friendly products. Here are some of our faves! 


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1. Dose of Colors

Although the brand looks to be available online only, we can only hope we will be able to purchase these items in store soon!

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2. NUDE STIX

I discovered this brand at GenBeauty last year and have fallen in love ever since! You can buy NUDESTIX, both online and in store. 

3. Makeup Revolution

This is not a new addition but it's definitely worth mentioning. They are a UK based brand but their products can be purchased both online and in stores.

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4. MAC Cosmetics

We all know MAC is the OG makeup brand for any beauty lover with melanin but did we EVER think we would be able to buy MAC from anywhere else other than the MAC store or department store?!

I want to also want to mention that for some odd reason, one of my fave MAC Retro Matte liquid lip colors, Chocotease, is no where to be found on the MAC website but is available on ulta.com. SCORE!

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5. Cover FX

This is a brand that has an AMAZING complexion shade range so we can't wait till it hits Ulta stores. (So next time the Custom Enhancer Drops are completely sold out at Sephora, we have a second option!)


Other brands we are excited about include NARS Cosmetics, LA Girl, and Sleek Makeup! Another bonus: Ulta's point system enables you to shave $ off your purchases and they are always having tons of sales! Do you shop at Ulta? Why or why not? Let us know in the comments section!