Ulta

Prestige makeup is fashion’s category expansion du jour. But even the market’s most powerful players could learn a thing or two from its celebrity-backed competition.

Monica Arnaudo shares her thoughts in The State of Fashion: Beauty on how the beauty industry will increasingly prioritise mixing products and services that emphasise the mind, body, spirit and “feeling good” into daily routines.

Off a strong second quarter earnings report, the beauty behemoth is kicking off its fall campaign as it prepares to further expand its partnership with Target.

The high-growth category now includes everything from vibrators to vitamins as consumers look for more holistic solutions rather than just products.

Walmart is going up against Target, Ulta and others in its efforts to become a destination where people can find some of the newest and coolest names in beauty.