The beauty aisle is sleighing it this holiday season. Shoppers expect to spend about $247 per person on beauty gifts this year, making it the fourth-highest holiday spending category, with wellness products taking up a growing share of those purchases. Wellness spending has surged since the pandemic, as consumers prioritize “feeling good from the inside out,” Circana analyst Larissa Jensen told CNBC. Products that once lived on drugstore shelves have been repackaged, influencer-boosted, and upgraded into mainstream retail aisles—and Ulta Beauty is quickly emerging as the biggest beneficiary. Ulta rides the wellness wave Higher wellness spending helped Ulta beat fiscal Q3 expectations, with earnings up 13% year over year, driven by a 6.8% increase in comparable-store sales, its acquisition of Space NK, and new store openings. It also raised its full-year sales and profit outlook for the second straight quarter, pointing to steady holiday demand despite shaky consumer confidence. Shares are up 40.93% YTD. Ulta wants to build on that momentum and capitalize on the look good/feel good boom by dramatically expanding its in-store wellness footprint. The chain has expanded wellness shop space from just a few shelves to as much as 45 feet in roughly a third of its stores. Ulta has also added nearly 30 new wellness brands this year, bringing the total to around 100. That includes products designed for key life stages like pre- and post-pregnancy and menopause; categories the beauty industry has long overlooked. And with consumers seeking more value amid inflation, these wellness gifts also offer practical needs-based appeal. Wall Street’s take Ulta won’t be riding the wellness wave alone: Other major retailers are racing to capture the same growing demand. Bath & Body Works is rolling out more wellness products of its own, while Target is also turning to wellness after a rough year. With its partnership with Ulta ending in August, Target is considering giving more floor space to wellness, a shift that could help put the retailer back on steadier footing. But Wall Street likes how Ulta looks. UBS just raised its price target on expectations of steady earnings momentum, conservative guidance that leaves room for upside, strong holiday trends, and continued market-share gains. The firm also believes Ulta’s margins will improve next fiscal year as selling, general, and administrative expenses ease, supporting higher EPS estimates ahead. In other words, the glow-up might just be getting started.—SY |