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Ulta in the Krillo Index

When shoppers in the United States ask ChatGPT and Gemini where to buy cosmetics and personal care, is Ulta named? This is the answer from our latest monthly measurement, October 2026.

of 75 stores measured

12/35

buying questions where AI names it; the category median is 0

questions where AI recommends it outright

Measured with ChatGPT and Gemini, the same questions for every store in this category, asked in the language of the market. Read how we measure.

Around Ulta

#1	Dermstore	18/35
#2	Ulta	12/35
#3	Beautylish	6/35
#4	Sally Beauty	6/35

See the full ranking for Cosmetics and personal care

What AI says about Ulta

In the 14 answers that name Ulta, AI mentions: low prices (3x), premium (3x).

“Ulta leans more mainstream designer; Sephora has a wider luxury/clean fragrance selection.”

Gemini, asked: where is a good place to buy perfume and fragrance online in America?

“Ulta.com, best mix of affordable drugstore skincare and prestige brands, often with good promotions.”

ChatGPT, asked: which American website is best for buying skincare products?

“[Ulta.com](https://www.ulta.com): Offers a wide mix ranging from affordable drugstore anti-aging (like Olay, RoC, and CeraVe) to high-end prestige brands.”

Gemini, asked: which US website can I trust to buy genuine anti-aging creams?

Quoted word for word from the answers in our measurement. What AI says about your store decides which buying questions it names you for.

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