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Ulta in the Krillo Index

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

#30

of 52 stores measured

14/35

buying questions where AI names it; the category median is 4

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

#28Marshalls1/35 #29Perfume Worldwide1/35
#30Ulta14/35
#31The Perfumed Court6/35 #32Arielle Shoshana2/35
See the full ranking for Perfume

What AI says about Ulta

In the 15 answers that name Ulta, AI mentions: low prices (1x), premium (1x), specialist (1x).

“Buy Chanel directly from Chanel, Nordstrom, Ulta, or Sephora.”

Gemini, asked: where is the best place to buy perfume online in the US

“Sephora.com / Ulta.com: Great for building rewards points, seasonal sales (like the Sephora VIB sale), and standard designer fragrances.”

Gemini, asked: which American website should I use to buy fragrance online

“[Sephora](https://www.sephora.com) & [Ulta](https://www.ulta.com): Best for popular, mainstream designer fragrances (Dior Sauvage, Bleu de Chanel, Yves Saint Laurent).”

Gemini, asked: where can I order cologne online in the United States

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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