When comparing the brand assortment strategies of Sephora and Ulta in the makeup category, some fascinating contrasts emerge. Ulta carries a staggering 224 makeup brands, while Sephora offers 147. Despite this difference, both retailers feature 48 brands in common, including popular names like Fenty and Nudestix.
Ulta’s assortment tends to be broader, with 6 brands offering over 100 products (excluding shades) and 41 brands with more than 50 products. By contrast, Sephora only has 1 brand with over 100 products and 13 brands with more than 50. Interestingly, for the brands they have in common, Ulta generally offers a wider selection of products. However, Sephora provides a broader range for luxury brands like NARS, Pat McGrath, and Dior.
Ulta’s broader assortment reflects its approach as a masstige retailer, catering to a diverse customer base across various price points. It prioritizes variety, making it a one-stop shop for consumers seeking both luxury and affordable options. On the other hand, Sephora’s focus on curating a more premium and luxury-focused selection allows them to offer a deeper range for high-end brands. This strategy highlights depth over breadth, positioning Sephora as the go-to destination for beauty enthusiasts seeking exclusive or premium product lines.
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