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How Ulta Beauty Transformed Makeup Tutorials

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Admit it. You've watched those YouTube  (GOOGL)  makeup tutorials. And before you clicked play, you likely purchased your cosmetics, fragrance, skincare, or hair products from Ulta Beauty, Inc.  (ULTA)

After all, it's a one-stop-shop to satisfy your cosmetic itch. It's no wonder. This makeup destination is also the largest U.S. beauty retailer. 

About Ulta Beauty's History

Formerly known as Ulta Salon, Cosmetics and Fragrance, Inc., the American beauty chain's headquarters is in Bolingbrook, Illinois.  

Here's a bit about its history:

  • 1989 Richard E. George resigned as President of Osco Drug, Inc. to found Ulta Salon, Cosmetics and Fragrance in various Illinois cities.
  • 1999 Ulta Beauty changed its name from Ulta3, changing the brand almost entirely.
  • 2007 The company became publicly traded on the NASDAQ.

A Look at Ulta Beauty's Competitors

Sephora,, Nordstrom, Inc.  (JWN) . Oriflame and Sally Beauty Holdings, Inc.  (SBH)  are just a few of the companies competing with Ulta. 

Of course, you can't mention the cosmetic retailers without mentioning cosmetic maker  (EL) .  The product is sold at a number of retailers including Ulta Beauty.

TheStreet's co-founder and Action Alerts PLUS Portfolio Manager Jim Cramer applauded CEO Fabrizio Freda for his outstanding earnings call. Strong earnings pushed stocks higher on Friday for Estee Lauder, Real Money Pro's Bruce Kamic reports on A New Technical Strategy as Estee Lauder Gaps Higher.

Here what Cramer had to say about Estee Lauder during the show Monday, February 8, 2021:

Editor's note: this video first published on November 22, 2019

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