ULTA Beauty was founded in 1990 as a discount beauty retailer at a time when prestige, mass and salon products were sold through distinct channels. After extensive research, ULTA recognized an opportunity to better satisfy how a woman wanted to shop for beauty products, which led ULTA to create a unique combination of beauty superstore and specialty store attributes. Today, ULTA’s net income is over $200 million and they stock over 20,000 products. They sell every beauty or cosmetic item you could want: makeup, skincare products, fragrances, & bath products. They carry all the greatest brands: Maybelline, Yves Saint Laurent, & L’Oreal. Today, ULTA is the largest beauty retailer that provides one-stop shopping for prestige, mass, and salon products and salon services in the United States. ULTA’s focus on providing affordable indulgence to clients by combining the product breadth, value, and convenience of a beauty superstore with the distinctive environment and experience of a specialty retailer.