| Product Categories | Makeup (eyes, lips, face, brushes and tools), skincare (e.l.f. SKIN), hair, fragrance & body | Makeup, skincare, hair care, fragrance, bath & body, wellness, men's care, tools & brushes; 25,000+ products | — | — |
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| Loyalty Programme | US: e.l.f. Beauty Squad; subscribe & save auto-delivery available | US: Ulta Beauty Rewards, free Member tier (1 pt/$1), Platinum at $500/yr (1.25 pts/$1), Diamond at $1,200/yr (1.5 pts/$1); points redeemable for products and services | — | — |
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| Returns Policy | — | US: refund to original payment within 30 days; days 31–60 merchandise credit only; proof of purchase (or system lookup) and government ID required | — | — |
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| Price Positioning | Budget; US: many items around $10–$15 (e.g. Gloss Mode Treatment Oil $10, skincare kits from $12) | Mixes drugstore (mass) and high-end (prestige) cosmetics, skincare and fragrance in one store | — | — |
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| Where to Buy | — | About 1,400+ stores across all 50 US states and ulta.com; first international store in Kuwait (2025) and a Mexico joint venture with Axo; Ulta Beauty at Target shops ended August 2026 | — | — |
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| Parent Company | — | Ulta Beauty, Inc. (publicly traded, Nasdaq: ULTA) | — | — |
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| Founded | — | 1990; headquartered in Bolingbrook, Illinois, US | — | — |
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| Salon Services | — | US: The Salon at Ulta Beauty offers hair, waxing & brow, skin, makeup & lash application and ear piercing services in store | — | — |
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| Shipping | US: free shipping on orders of $35+ on elfcosmetics.com | US: standard shipping $6.95 unless a free-shipping promotion applies; promotions limited to the contiguous US; same-day delivery and store pickup offered | — | — |
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| Signature Products | Halo Glow collection, Gloss Mode Treatment Oil, e.l.f. SKIN range, travel-size skincare kits | — | — | — |
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| Cruelty-Free Status | Never tested on animals; Leaping Bunny certified; all cosmetics vegan (brand claim) | — | — | — |
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| Sustainability Initiatives | Project Unicorn: over one million pounds of excess packaging waste eliminated since 2019 (brand figure) | — | — | — |
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