Cosmetics are an example of a product that is a pure luxury item. Ulta even more so. No one has ever died due to a lack of cosmetics. In an economy where more and more people are struggling just to put food on the table and fentanyl is easier to find than baby formula, if high-end cosmetics are still on the shopping list at all, they're at the very bottom. Long-term? Who the fuck knows. Women are fickle, emotional creatures who make their decisions based on whatever they are feeling at that moment. Who knew that actively pissing off your primary customer base wouldn't be successful business model? Oh, wait...