Can America’s Biggest Beauty Retailer Take On Sephora?

Ulta peppers suburban America with its beauty emporiums, offering a wide array of cosmetics and fragrances, from Urban Decay eye palettes to tiny bottles of Versace perfume. It’s the country’s biggest specialty beauty retailer by sales. Despite its aggressive national expansion in recent years, though, many women still have no idea what Ulta is.

And Ulta knows it.