George left work at Osco in 1989 to develop a business plan for a retailer that would offer beauty products at different price levels.

[3] Other Osco executives joined George and Hanson in the business and raised $11.5 million in venture capital.

In 2010, Carl "Chuck" Rubin was appointed as chief operating officer, president, and as a member of the board of directors.

[7] On June 24, 2013, it was announced that Mary Dillon would be appointed as CEO and a member of the board of directors, effective July 1, 2013.

[11] On January 6th 2024, Dave Kimbell announced his retirement as CEO of Ulta Beauty effective immediately.

[20] A majority of Ulta Beauty stores are located in the East Coast region and in California.

The collaboration ran from July to September 2022 and included brands such as Fenty Beauty, Drybar, Olaplex, Tula, The Ordinary, Peter Thomas Roth, CosRX, NYX, Morphe, and Beekman 1802 selected by Ulta's merchandising team.