Ulta Beauty advertising spend, FY2026

Ulta Beauty (ULTA) reported $491M of advertising expense for the fiscal year ended Jan 31, 2026. That is 4.0% of revenue of $12.4B. Up 13.8% from FY2025.

Ad spend, FY2026
$491M
year ended Jan 31, 2026
Change vs prior year
+13.8%
vs FY2025
Share of revenue
4.0%
of $12.4B revenue
Rank by ad spend
#129
of 336 companies

Key facts

  • Ad spend is 2.6x its FY2016 level ($187M), slower than revenue (3.2x).
  • FY2026 is the highest year on file, going back to FY2010.
  • Largest increase +37.7% in FY2022; largest cut -11.4% in FY2021.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 4.0% of revenue, down from 4.6% in FY2021.
  • Ulta Beauty spends more on advertising than 62% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $200M $400M $600M FY2010 (ended 2010-01-30): $76.8M FY2011 (ended 2011-01-29): $84.8M 2011 FY2012 (ended 2012-01-28): $99.4M FY2013 (ended 2013-02-02): $118M FY2014 (ended 2014-02-01): $141M 2014 FY2015 (ended 2015-01-31): $158M FY2016 (ended 2016-01-30): $187M FY2017 (ended 2017-01-28): $213M 2017 FY2018 (ended 2018-02-03): $259M FY2019 (ended 2019-02-02): $294M FY2020 (ended 2020-02-01): $318M 2020 FY2021 (ended 2021-01-30): $282M FY2022 (ended 2022-01-29): $388M FY2023 (ended 2023-01-28): $375M 2023 FY2024 (ended 2024-02-03): $423M FY2025 (ended 2025-02-01): $431M FY2026 (ended 2026-01-31): $491M 2026 $491M

Ad spend as % of revenue

0% 2% 4% 6% 8% FY2010 (ended 2010-01-30): 6.3% FY2011 (ended 2011-01-29): 5.8% 2011 FY2012 (ended 2012-01-28): 5.6% FY2013 (ended 2013-02-02): 5.3% FY2014 (ended 2014-02-01): 5.3% 2014 FY2015 (ended 2015-01-31): 4.9% FY2016 (ended 2016-01-30): 4.8% FY2017 (ended 2017-01-28): 4.4% 2017 FY2018 (ended 2018-02-03): 4.4% FY2019 (ended 2019-02-02): 4.4% FY2020 (ended 2020-02-01): 4.3% 2020 FY2021 (ended 2021-01-30): 4.6% FY2022 (ended 2022-01-29): 4.5% FY2023 (ended 2023-01-28): 3.7% 2023 FY2024 (ended 2024-02-03): 3.8% FY2025 (ended 2025-02-01): 3.8% FY2026 (ended 2026-01-31): 4.0% 2026 4.0%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 31, 2026 $491M +13.8% $12.4B 4.0% AdvertisingExpense 10-K Mar 26, 2026
FY2025 Feb 1, 2025 $431M +2.1% $11.3B 3.8% AdvertisingExpense 10-K Mar 26, 2026
FY2024 Feb 3, 2024 $423M +12.8% $11.2B 3.8% AdvertisingExpense 10-K Mar 26, 2026
FY2023 Jan 28, 2023 $375M -3.4% $10.2B 3.7% AdvertisingExpense 10-K Mar 27, 2025
FY2022 Jan 29, 2022 $388M +37.7% $8.6B 4.5% AdvertisingExpense 10-K Mar 26, 2024
FY2021 Jan 30, 2021 $282M -11.4% $6.2B 4.6% AdvertisingExpense 10-K Mar 24, 2023
FY2020 Feb 1, 2020 $318M +7.9% $7.4B 4.3% AdvertisingExpense 10-K Mar 25, 2022
FY2019 Feb 2, 2019 $294M +13.5% $6.7B 4.4% AdvertisingExpense 10-K Mar 26, 2021
FY2018 Feb 3, 2018 $259M +22.0% $5.9B 4.4% AdvertisingExpense 10-K Mar 27, 2020
FY2017 Jan 28, 2017 $213M +13.7% $4.9B 4.4% AdvertisingExpense 10-K Apr 2, 2019
FY2016 Jan 30, 2016 $187M +18.6% $3.9B 4.8% AdvertisingExpense 10-K Apr 3, 2018
FY2015 Jan 31, 2015 $158M +12.1% $3.2B 4.9% AdvertisingExpense 10-K Mar 28, 2017
FY2014 Feb 1, 2014 $141M +18.9% $2.7B 5.3% AdvertisingExpense 10-K Mar 30, 2016
FY2013 Feb 2, 2013 $118M +19.0% $2.2B 5.3% AdvertisingExpense 10-K Apr 1, 2015
FY2012 Jan 28, 2012 $99.4M +17.3% $1.8B 5.6% AdvertisingExpense 10-K Apr 2, 2014
FY2011 Jan 29, 2011 $84.8M +10.4% $1.5B 5.8% AdvertisingExpense 10-K Apr 3, 2013
FY2010 Jan 30, 2010 $76.8M n/a $1.2B 6.3% AdvertisingExpense 10-K Mar 28, 2012

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Ulta Beauty in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
125 EverQuote $501M 72.3% +45.1% FY2025
126 Deckers Outdoor $496M 9.1% +14.7% FY2026
127 PVH $496M 5.5% +3.2% FY2026
128 Bausch & Lomb $495M 9.7% -6.3% FY2025
129 Ulta Beauty $491M 4.0% +13.8% FY2026
130 NerdWallet $486M 58.1% +31.4% FY2025
131 Maplebear (Instacart) $485M 13.0% +6.1% FY2025

Full ranking of 336 companies · Biggest increases #103

Questions

How much does Ulta Beauty spend on advertising?

Ulta Beauty spent $491M on advertising in fiscal 2026, the year ended Jan 31, 2026, according to its 10-K filed Mar 26, 2026.

What percentage of revenue does Ulta Beauty spend on advertising?

4.0% of revenue in fiscal 2026 ($491M of $12.4B). The median across the 336 companies tracked is 5.2%.

Is Ulta Beauty spending more on advertising?

Yes. Ad spend rose 13.8% in fiscal 2026 from fiscal 2025. It has risen 3 years in a row.

How does Ulta Beauty rank by advertising spend?

#129 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Ulta Beauty's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2026, filed Mar 26, 2026
Accession number
0001104659-26-035243
Company
Ulta Beauty, Inc., CIK 1403568, SIC 5990 (Retail-Retail Stores, NEC)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Ulta Beauty advertising spend, FY2010-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 26, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/ulta-beauty/advertising-spend/
Download
CSV, all years · CSV, all 336 companies