My prediction: Ulta will go the way of blockbuster. There are a number of trends that Ulta is not carrying. They are no longer innovating. They will struggle to convince women to put toxic substances all over their bodies. And lost a lot of market share during lockdowns. Whenever I go there for classic beauty items, they don't even stock it! Often their systems are down and ladies will walk out if they can't redeem their coupons. It's like some sort of sad makeup BB&Beyond.