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Ulta in the Krillo Index

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

of 43 stores measured

8/35

buying questions where AI names it; the category median is 1

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

#2	Beautylish	13/35
#3	Shop Miss A	7/35
#4	Ulta	8/35
#5	Blend Bunny Cosmetics	3/35
#6	TJ Maxx	3/35

See the full ranking for Makeup

What AI says about Ulta

In the 10 answers that name Ulta, AI mentions: premium (2x), trusted (1x).

“For the safest overall choice, use Sephora or Ulta.”

ChatGPT, asked: Which American website is trustworthy for buying concealer online?

“Ulta: also commonly accepts opened/used cosmetics, but its refund window is usually around 30 days and requirements can be stricter.”

ChatGPT, asked: Which American website has the easiest return policy for cosmetics?

“The Best Kept Secret: High-End Department Stores When popular makeup sells out at Sephora or Ulta, department stores almost always still have it in stock because fewer beauty-focused shoppers think to check there first.”

Gemini, asked: Where can I buy makeup online in the US and be sure it won't be out of stock?

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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