Ulta Beauty reports strong Q4 earnings and plans to open marketplace in 2025

Ulta Beauty reported solid earnings for Q4 and fiscal 2024 but issued a modest outlook for the upcoming year.

Kecia Steelman, Ulta Beauty’s CEO president, said: “Fiscal 2025 will be a pivotal year as we make purposeful investments to fuel our future growth and move quickly to optimize our business.

“While it will take time to see the impact of these efforts, we are confident these investments will help reignite our momentum and unlock sustained growth and long-term value for our shareholders.”

In Q4, the company saw its net sales drop by 1.9% to $3.5 billion, while comparable sales went up by 1.5% and gross profit totaled $1.33 billion compared to $1.34 billion in the year prior.

For the full fiscal year 2024, net sales inched up by 0.8% to $11.3 billion, while comparable sales rose by 0.7%, and the company achieved a gross profit of $4.39 billion compared to $4.38 billion in the year prior.

Despite the solid earnings, Ulta Beauty predicted a weak outlook, expecting to achieve net sales of $11.5 billion to $11.6 billion and a comparable sales increase of between 0% to 1% in 2025.



As part of its turnaround plan outlined by the CEO during an earnings call, the company also announced a partnership with Mirakl to launch a third-party marketplace aimed at boosting its slowing sales.

Adrien Nussenbaum, Mirakl’s CEO, added: “Building its status as one of the leading beauty and wellness retailers in the US, Ulta Beauty is set to disrupt the industry by launching a unified marketplace in partnership with Mirakl.

“It’s increasingly clear that the marketplace strategy is not just an option; it’s a necessity to thrive in today’s competitive retail landscape.”

Ulta’s marketplace is expected to launch later in the year with the aim of expanding the beauty retailer’s digital presence.

The platform will offer a variety of beauty and wellness products and provide visibility for beauty and skincare brands on the ecommerce website.

Additionally, Ulta Beauty plans to boost sales and growth by enhancing the in-store experience, introducing more exclusive brands, and improving personalization and digital engagement.

The beauty giant also aims to expand its international footprint with new stores in Mexico and the Middle East, while strengthening its omnichannel integration to better connect with customers.

Recently, the company made a number of C-suite changes to improve decision-making, reduce friction, and enhance team alignment.

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