1. Clean and Sustainable Beauty
Ulta Beauty has made a strong push toward clean and sustainable beauty products. Shoppers will find an expanded range of items free from parabens, sulfates, and phthalates. Brands are increasingly packaging products in recyclable materials and offering refillable options for skincare, makeup, and haircare. This shift reflects growing consumer demand for eco-friendly and health-conscious beauty solutions.
2. Skinimalism: Simplified Skincare
Minimalist skincare—often called “skinimalism”—is gaining popularity. Ulta now features more multi-tasking products like tinted moisturizers with SPF, 2‑in‑1 cleansers and exfoliants, and hybrid serums that address multiple concerns in one step. With streamlined routines, customers can achieve healthy complexion with fewer steps, making it easier for people with busy lifestyles.
3. At‑Home Professional Tools
Beauty tools that once were exclusive to salons are now accessible at home. Ulta’s shelves now include advanced devices like LED light therapy masks, microcurrent facial tools, and professional-grade blow dryers and styling irons. These innovations give consumers salon-quality results without leaving home, driven by demand for elevated self-care experiences.
4. Inclusive and Customizable Shades
Inclusive shade ranges continue to expand in makeup. This year, Ulta features foundation, concealer, and lipstick lines designed to cater to every skin tone. Several brands offer customizable foundation mixing systems and shade-matching tools in-store. This inclusivity movement reflects a broader trend toward celebrating diversity in beauty.
5. Functional Makeup with Skincare Benefits
Makeup products are now doubling as skincare: think foundations infused with peptides, moisturizers containing antioxidants, and lipsticks with hyaluronic acid. Ulta now stocks many items designed to look good and nourish skin—offering hydration, sun protection, or anti-aging ingredients in one step.
6. Bold Graphic and Colorful Eye Makeup
Vibrant eye makeup trends are in full swing. Ulta’s selection features bold eyeliner pens, colorful mascaras, and eyeshadow palettes with electric blues, greens, and purples. Graphic liners and statement eye looks are a favorite among beauty influencers and makeup enthusiasts. Ulta supports this trend with an ever-growing assortment of pigments and tools for precision.
7. Enhanced Brow and Lash Care
Brows and lashes remain a key area of focus. Ulta has broadened its options of brow gels, pomades, and lamination kits alongside lash serums and magnetic lash sets. This wave emphasizes natural-looking enhancements and long-term hair health, fueled by social media’s spotlight on expressive brows and fluttery lashes.
8. Wellness‑Inspired Beauty
Beauty meets wellness this year. Products like supplement-infused face mists, CBD-infused skincare, and adaptogenic herbal treatments reflect consumers’ interest in holistic self-care. Ulta is responding by curating a range of wellness-inspired products that promote relaxation and mental well-being alongside beauty results.
These eight trends highlight Ulta Beauty’s current emphasis on clean, functional, inclusive, and experiential beauty. From minimalist skincare routines to bold makeup statements, the retailer continues to cater to a wide variety of evolving consumer preferences this year.