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Inside Ulta Beauty’s Turnaround Plan

As Sephora and Amazon encroach on its territory and draw younger shoppers, Ulta Beauty’s investor day covered strategies to enhance physical stores and keep Gen-Z and Gen Alpha’s attention.
Product displays inside an Ulta Beauty store.
Ulta Beauty plans to focus on the consumer experience as part of its plan to reignite growth. (Richard Cadan/Ulta Beauty)

Gen Alpha beauty shoppers may be known as “Sephora tweens,” but Ulta Beauty is betting that it’s not too late to win their loyalty.

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About the author
Liz Flora
Liz Flora

Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.

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