Navigo Navigo Research

The New Ulta Landscape

Ulta's Marketplace didn't crack the bestseller tier, it widened the long tail underneath it. Here's where the new share landed, who quietly lost ground, and what a wider, more crowded shelf means for the next 12 months of brand growth at Ulta.

YTD
Jan–Apr
5
Categories
YoY
Trend Analysis
Market Overview

A Wider Shelf - Still No Marketplace Bestseller

Four forces moved at once in YTD 2026: organic visibility contracted -15.2%, sponsorship intensified +65%, Marketplace added 114 brands in the mid- and long-tail, and the competitive set widened in every category. None of the 114 Marketplace brands cracked the top 20, the best placement is INKED BY DANI at #34 in Body Care.

up
114
MP brands in tracked pool
0 ranked top 20
up
#34
Highest-ranking MP brand
Inked by Dani · Body Care
down
-9.2%
Avg native share Δ
aggregate YoY
up
+65%
Avg sponsorship YoY
weekly placements
Cross-Category Roll-Up

Marketplace Footprint By Category

Body Care

287 brands
MP 4.5%Native 95.5%
MP brands
56
Native Δ
-15.3%
Spon. YoY
+98%

Fragrance

102 brands
MP 1.0%Native 99.0%
MP brands
7
Native Δ
-6.8%
Spon. YoY
+56%

Hair

127 brands
MP 1.9%Native 98.1%
MP brands
11
Native Δ
-9.1%
Spon. YoY
+64%

Makeup

200 brands
MP 1.2%Native 98.8%
MP brands
21
Native Δ
-5.7%
Spon. YoY
+32%

Skin Care

251 brands
MP 1.6%Native 98.4%
MP brands
44
Native Δ
-9.2%
Spon. YoY
+77%
Five Findings

What the Shift Means

01

Organic visibility fell -15.2%. Search demand grew +5.7%.

Average organic search visibility across the five categories fell -15.2% YoY, with declines in Fragrance (-43.8%), Skin Care (-17.6%), Hair (-12.9%), and Body Care (-6.2%); only Makeup posted a small gain (+4.7%). Search demand itself grew modestly (+5.7% in tracked keyword count), so consumers are searching more while seeing fewer organic results from any single brand. Earned discovery is the new battleground at Ulta, and the contraction is the underlying force driving everything else, including the spike in paid spend.

Discovery Contraction
-43.8%
Paid Auction

“Native brands are competing harder against each other, not Marketplace.”

Sponsorship YoY (avg)+65%
Native share of paid voice99%+

The auction is more expensive and more crowded year over year, even with Marketplace barely participating.

05

The winners are working all four forces in parallel.

Disciplined sponsored search, organic content into Marketplace and K-beauty keyword neighborhoods, hero-SKU rank protection, and brand extensions where the assortment is widening.

Losing Momentum
  • DIOR
  • CHANEL
  • OLAPLEX
  • BENEFIT
  • NEUTROGENA
  • TULA
Gaining Velocity
  • SOL DE JANEIRO
  • LA ROCHE-POSAY
  • ANUA
  • E.L.F.
  • CÉCRED
  • RARE BEAUTY
04

The competitive set widened in every category, and native share contracted with it.

Total tracked pool grew +1.5% to +24.4% YoY. Native share contracted 0.8–2.8 points in every category as the field widened around it.

+45
Body Care
+41
Skin Care
+5
Hair
114
Marketplace Footprint

A new supply layer, entirely in the mid- and long-tail.

114 Marketplace brands now appear in Ulta's tracked pool, capturing 1.0–4.5% of category share. None have cracked the top 20 in any category.

Category Deep Dive

Body Care

The biggest Marketplace footprint of any category, 56 brands and 4.5% net new share.

up
287
Best-selling brands
+45 YoY
up
56
MP brands in top list
net new
up
4.5%
MP share of sales
net new
down
-15.3%
Native share Δ
aggregate
1

In 2026, 56 Marketplace brands now sit inside Body Care's tracked pool for a combined 4.5% of dollar share, the largest MP footprint of any category and entirely net new to Ulta.

2

The brand pool expanded from 242 to 287 (+45, +18.6%). Marketplace fully accounts for that pool growth and then some, meaning a slice of native incumbents was rotated out of the tracked set as Marketplace entrants came in. Top MP positions: INKED BY DANI at #34 (0.7%), GOONGBE at #41 (0.6%), APOTHEKE at #55 (0.5%), white space the native assortment never fully addressed.

3

Native gainers cluster around accessible self-care: SOL DE JANEIRO +2.0%, SALTAIR +1.9%, BILLIE +0.8%, AQUAPHOR +0.7%, BUSHBALM +0.7%. Legacy losers: KITSCH -1.5%, EARTH THERAPEUTICS -1.2%, HEMPZ -1.1%, L'OCCITANE -1.1%, DA BOMB -0.9%.

4

Sponsorship nearly doubled YoY (+98.3%, 101K weekly placements) but Marketplace captured just 0.2% of paid voice. The Body Care change is lopsided: structural expansion of assortment without a corresponding expansion of paid voice from the new layer.

Sponsorship
+98.3%
YoY weekly placements
101,428 weekly placements
MP share of sponsorship
0.2%

Native Gainers

1
SD
Sol de Janeiro+2.0%
2
S
Saltair+1.9%
3
B
Billie+0.8%
4
A
Aquaphor+0.7%
5
B
Bushbalm+0.7%

Native Losers

1
K
Kitsch-1.5%
2
ET
Earth Therapeutics-1.2%
3
H
Hempz-1.1%
4
L
L'Occitane-1.1%
5
DB
Da Bomb-0.9%

Top Marketplace brands inside the list(top 5 of 56)

1
IB
Inked by Dani
0.7%
2
G
Goongbe
0.6%
3
A
Apotheke
0.5%
4
V
Vivaiodays
0.2%
5
GW
Glimmer Wish
0.2%
Category Deep Dive

Fragrance

Smallest Marketplace footprint, but the biggest YoY pool expansion in the report.

up
102
Best-selling brands
+20 YoY
up
7
MP brands in top list
net new
up
1.0%
MP share of sales
net new
down
-6.8%
Native share Δ
aggregate
1

In 2026, 7 Marketplace brands appear in the Fragrance tracked pool, CASWELL-MASSEY (0.4%), HAWKINS & BRIMBLE (0.2%), ROSY & EARNEST (0.1%), TEABLESS (0.1%), TABBEAU (0.1%), PARTICLE FOR MEN (0.1%), MICHAEL MALUL (0%), for 1.0% combined, all net new. Highest-ranked is CASWELL-MASSEY at #48.

2

Fragrance had the largest YoY pool expansion (+20 brands, +24.4%), but most of that growth came from native rotation and licensed launches rather than Marketplace itself.

3

Native losers DIOR -3.3%, CHANEL -2.7%, GUCCI -1.6%, ARIANA GRANDE -1.5%, CAROLINA HERRERA -1.3% gave up nearly 10 points. Niche-to-prestige gainers: BETTER WORLD FRAGRANCE HOUSE +2.9%, NOYZ +2.6%, PRADA +2.2%, TOM FORD +1.7%, LAKE & SKYE +1.4%.

4

Sponsorship grew +55.6% (58K weekly placements). Marketplace holds ~0.1% of category sponsorship. The 7 MP brands skew heritage and artisanal, Caswell-Massey was founded in 1752, winning on storytelling rather than paid search.

Sponsorship
+55.6%
YoY weekly placements
58,730 weekly placements
MP share of sponsorship
0.1%

Native Gainers

1
BW
Better World Fragrance House+2.9%
2
N
Noyz+2.6%
3
P
Prada+2.2%
4
TF
Tom Ford+1.7%
5
LS
Lake & Skye+1.4%

Native Losers

1
D
Dior-3.3%
2
C
Chanel-2.7%
3
G
Gucci-1.6%
4
AG
Ariana Grande-1.5%
5
CH
Carolina Herrera-1.3%

Top Marketplace brands inside the list(top 5 of 7)

1
C
Caswell-Massey
0.4%
2
HB
Hawkins & Brimble
0.2%
3
RE
Rosy & Earnest
0.1%
4
T
Teabless
0.1%
5
T
Tabbeau
0.1%
Category Deep Dive

Hair

11 Marketplace brands but only +5 net pool growth, direct incumbent replacement.

up
127
Best-selling brands
+5 YoY
up
11
MP brands in top list
net new
up
1.9%
MP share of sales
net new
down
-9.1%
Native share Δ
aggregate
1

In 2026, 11 Marketplace brands appear in Hair's tracked pool for 1.9% combined, led by HOUSE OF FOILS at #41 (0.8%, the highest-share MP position in Hair), CLEVERMAN at #74 (0.3%), GOONGBE at #85 (0.2%), and OVERTONE at #91 (0.1%). The total pool grew by just 5 brands (+4.1%), the smallest expansion in the portfolio, meaning the 11 MP entrants were largely offset by native incumbents falling out of the tracked set.

2

Two Hair Marketplace brands (Ocoa and Ginger Milk) came through Ulta's MUSE Accelerator program, which Ulta has confirmed feeds directly into UB Marketplace.

3

The dynamic competitive set is almost entirely native-driven. CÉCRED +1.9% (Beyoncé's brand), TANGLE TEEZER +1.3%, WET BRUSH +0.9%, OLIVIA GARDEN +0.7%, NOT YOUR MOTHER'S +0.5% are the live movers. Losers: OLAPLEX -1.7%, COLOR WOW -1.3%, BUMBLE AND BUMBLE -0.9%, CURLSMITH -0.9%, DRYBAR -0.9%.

4

Sponsorship grew +64.2% to 199K weekly placements, the second-largest paid volume in the portfolio, and Marketplace still holds 0%. Hair is the clearest example of a category where Marketplace gained assortment share but is not yet defending it with media spend.

Sponsorship
+64.2%
YoY weekly placements
198,728 weekly placements
MP share of sponsorship
0.0%

Native Gainers

1
C
Cécred+1.9%
2
TT
Tangle Teezer+1.3%
3
WB
Wet Brush+0.9%
4
OG
Olivia Garden+0.7%
5
NY
Not Your Mother's+0.5%

Native Losers

1
O
Olaplex-1.7%
2
CW
Color Wow-1.3%
3
BA
Bumble and Bumble-0.9%
4
C
Curlsmith-0.9%
5
D
Drybar-0.9%

Top Marketplace brands inside the list(top 5 of 11)

1
HO
House of Foils
0.8%
2
C
Cleverman
0.3%
3
G
Goongbe
0.2%
4
O
Overtone
0.1%
5
V
Vivaiodays
0.1%
Category Deep Dive

Makeup

The only category where Marketplace displaced native incumbents AND bought paid voice.

up
200
Best-selling brands
+3 YoY
up
21
MP brands in top list
net new
up
1.2%
MP share of sales
net new
down
-5.7%
Native share Δ
aggregate
1

In 2026, 21 Marketplace brands appear in Makeup's tracked pool, but the overall pool only grew by 3. That math is unique to Makeup: roughly 18 native brands were rotated out of the tracked set to make room for Marketplace entrants. All 21 MP brands sit at rank #77 or lower; none are in the top 20.

2

MANUCURIST captured 1.2% of all Makeup sponsorship, equivalent to a mid-tier native brand, despite 0.1% share of sales at rank #110. It is the only Marketplace brand to build a credible paid-media position, and it raises the auction floor for every native incumbent advertising on the same keywords.

3

Classic value-vs-prestige rotation on top of MP pressure. Gainers: TARTAN + TWINE +1.3%, ULTA BEAUTY COLLECTION +0.5%, E.L.F. +0.4%, GLAMNETIC +0.4%, JUVIA'S PLACE +0.4%. Losers: DASHING DIVA -0.7%, BENEFIT -0.6%, SALLY HANSEN -0.5%, ESSIE -0.5%, ANASTASIA -0.5%, DIOR -0.5%.

4

Sponsorship grew slowest of any category (+32.4%, 231K weekly placements) yet Marketplace took the largest sponsorship share (1.3%). Read Makeup as the leading indicator: displacement + paid competition is the most likely shape of the Marketplace landscape elsewhere in 12–18 months.

Sponsorship
+32.4%
YoY weekly placements
231,355 weekly placements
MP share of sponsorship
1.3%

Native Gainers

1
TT
Tartan + Twine+1.3%
2
UB
Ulta Beauty Collection+0.5%
3
EC
E.L.F. Cosmetics+0.4%
4
G
Glamnetic+0.4%
5
JP
Juvia's Place+0.4%

Native Losers

1
DD
Dashing Diva-0.7%
2
BC
Benefit Cosmetics-0.6%
3
SH
Sally Hansen-0.5%
4
E
Essie-0.5%
5
AB
Anastasia Beverly Hills-0.5%
6
D
Dior-0.5%

Top Marketplace brands inside the list(top 5 of 21)

1
PB
Palladio Beauty
0.2%
2
IB
Inked by Dani
0.2%
3
D
Doll 10
0.2%
4
M
Manucurist
0.1%
5
NI
Nails Inc.
0.1%
Category Deep Dive

Skin Care

44 MP brands and the largest absolute brand-pool expansion (+41).

up
251
Best-selling brands
+41 YoY
up
44
MP brands in top list
net new
up
1.6%
MP share of sales
net new
down
-9.2%
Native share Δ
aggregate
1

In 2026, 44 Marketplace brands sit inside Skin Care's tracked pool for 1.6% combined, led by ATWATER at #92 (0.2%), THE FACE SHOP #109 (0.1%), PRAI BEAUTY #116 (0.1%), YADAH #117 (0.1%), EVRE SKINCARE #134 (0.1%), APOSTLE #138 (0.1%), and 38 others. All sit in the mid- or long-tail; none are in the top 20.

2

Brand pool expanded from 210 to 251 (+19.5%), the largest absolute addition in the portfolio. Marketplace fully accounts for that pool growth and then some, native incumbents were rotated out even as the overall pool widened.

3

Native dynamics dominated by clinical/derm and K-beauty momentum. Gainers: LA ROCHE-POSAY +2.5%, ANUA +1.7%, AVÈNE +0.5%, MEDIHEAL +0.5%, E.L.F. +0.5%, BUBBLE +0.4%. Losers: TULA -1.5%, GOOD MOLECULES -1.2%, THE ORDINARY -1.1%, LOOPS -0.8%, NEUTROGENA -0.6%, MAËLYS -0.6%.

4

Sponsorship grew +77.2% to 242K weekly placements, the largest paid volume in the portfolio. MP share of sponsorship is 0.3% (5 brands). The risk for native brands is twofold, Marketplace's broad assortment footprint AND the fragmentation it accelerates inside an already-rotating native set.

Sponsorship
+77.2%
YoY weekly placements
242,452 weekly placements
MP share of sponsorship
0.3%

Native Gainers

1
LR
La Roche-Posay+2.5%
2
A
Anua+1.7%
3
A
Avène+0.5%
4
M
Mediheal+0.5%
5
EC
E.L.F. Cosmetics+0.5%
6
B
Bubble+0.4%

Native Losers

1
T
Tula-1.5%
2
GM
Good Molecules-1.2%
3
TO
The Ordinary-1.1%
4
L
Loops-0.8%
5
N
Neutrogena-0.6%
6
M
Maëlys-0.6%

Top Marketplace brands inside the list(top 5 of 44)

1
A
Atwater
0.2%
2
TF
The Face Shop
0.1%
3
PB
Prai Beauty
0.1%
4
Y
Yadah
0.1%
5
ES
Evre Skincare
0.1%
So What

Implications for Brand Strategy

Treat 2026 as the new baseline

The YTD 2025 window predates Marketplace's October 2025 launch, so this isn't a year-over-year read, it's a before/after of two structurally different versions of Ulta. Share comparisons against 2025 will lose meaning fast; the YTD 2026 numbers are the baseline brands should plan against.

The auction is the most expensive surface to defend

Sponsorship grew +32% to +98% YoY, averaging +65%. Native brands still own 99%+ of paid voice, but cost-per-placement pressure is rising. Brands with disciplined sponsored-search programs absorbed the auction shift; brands without them lost share to native competitors before Marketplace had to take any.

Organic discovery is the highest-leverage offense

Average organic visibility fell -15.2% YoY even as search demand grew. The brands gaining share reorganized content and SEO around the keyword neighborhoods Marketplace and K-beauty entrants are landing in. Legacy losers (DIOR, CHANEL, TULA) relied on heritage equity that no longer converts attention by itself.

Category playbooks differ because pressure does

Body Care and Skin Care need defensive plans against long-tail fragmentation. Makeup is the most aggressive read, the only category where Marketplace rotated incumbents out AND entered the paid auction at scale (Manucurist, 1.2%). Fragrance needs a niche-luxe migration plan; Hair is the safest. Same retailer, five different competitive realities.

Where Navigo Comes In

The shelf is shifting. Your growth plan should too.

Everything above is the new reality of Ulta. The brands that win the next 24 months won't be the ones who optimize a single channel, they'll be the ones who run Ulta, Amazon, RMNs, and paid media as one connected commerce engine. That's what we do.

One team, every channel

No handoffs between your Ulta agency, your Amazon agency, and your social agency. We run the whole shelf as one system.

Budget follows the shopper

As Ulta's mix shifts, dollars move with intent, between RMNs, Amazon, search, and social, not where last-click attribution sends them.

Built for this exact moment

We've been navigating Ulta's assortment changes in real time. You get a partner who's already solved what's coming next.

Want to see what this looks like for your brand on Ulta?

Send us your brand and we'll come back with a short, specific read on where you're exposed, where you can take share, and what we'd do in the first 90 days.

Get Your Ulta Read