Retailer & Marketplace · vs · Advertiser / Brand
Ulta Beauty vs Under Armour
Structured technology and market comparison · 2026
Direct Feature Comparison
Ulta Beauty · vs · Under ArmourOmnichannel beauty retailer with retail media and marketplace revenues.
Public sportswear brand selling apparel, footwear and accessories globally.
Comparison Analysis
What is the main difference between Ulta Beauty and Under Armour?
When comparing Ulta Beauty and Under Armour, both platforms operate within the Affiliate Marketing Platform / Network, Commerce & Retail Media, and Loyalty Management Platform ecosystem. Ulta Beauty is positioned as Omnichannel beauty retailer with retail media and marketplace revenues, whereas Under Armour focuses on Public sportswear brand selling apparel, footwear and accessories globally. Decision-makers evaluate both solutions when orchestrating their commercial monetization and technology stack.
What are the top alternatives to Ulta Beauty and Under Armour?
When evaluating Ulta Beauty and Under Armour, enterprise buyers also consider other platforms in Affiliate Marketing Platform / Network, Commerce & Retail Media, and Loyalty Management Platform. You can discover the full competitive landscape and evaluate other alternatives by viewing their respective footprint profiles on Polaris7.
Market Signals
Recent Market Signals & Activity: Ulta Beauty vs Under Armour
Documented market movements, strategic partnerships, product releases, and regulatory developments mapped across Polaris7.
Ulta Beauty
Recent Signals
- ·SEC APIfinancials
10-Q Financial Filing Analysis for Ulta Beauty (2026-08-27)
Ulta Beauty, Inc. reported its second-quarter fiscal 2026 financial results for the 13-week period ended August 1, 2026, delivering consolidated net sales of $3.04 billion, an 8.9% increase year-over-year compared to $2.79 billion in Q2 fiscal 2025. Growth was driven by a 3.8% rise in comparable sales, primarily supported by higher average ticket, as well as contributions from new store openings and the Space NK acquisition. Operating income rose 10.1% to $379.6 million, with operating margin expanding slightly to 12.5%. Net income increased 8.1% to $282.0 million ($6.55 per diluted share), supported by solid consumer engagement across core beauty categories and effective cost management. For the 26-week period, net sales reached $6.20 billion with diluted EPS increasing 14.6% to $14.31, bolstered by ongoing share repurchases under its $3.0 billion authorization.
- Net sales for Q2 fiscal 2026 grew 8.9% YoY to $3.04 billion with a 3.8% increase in comparable sales driven by average ticket growth.
- Operating income expanded 10.1% YoY to $379.6 million, and net income rose 8.1% to $282.0 million ($6.55 diluted EPS).
- During the 26-week period ended August 1, 2026, the company repurchased 1,438,761 shares of common stock for $798.6 million, leaving approximately $1.0 billion remaining under its current authorization.
- ·Retail DiveRetail Operations & Surveillance Technology
Ulta's Flock License Plate Readers Spark Online Backlash
Ulta Beauty faces online criticism over its use of Flock Safety's automated license plate reader technology at some store locations. The backlash was amplified by a viral campaign from activist group UltraViolet. Ulta confirmed the technology is deployed at less than 1% of its approximately 1,500 stores and does not use facial recognition. The company uses the readers to combat organized retail crime, a practice that has drawn public scrutiny amid broader concerns about surveillance. Flock has updated its terms and conditions in response to criticism, and some governments are reconsidering the technology. Ulta's director of organized retail crime, Rory Stallard, has publicly praised Flock's technology for helping collaborate with law enforcement. The retailer did not respond to questions about the start of the partnership.
- Ulta Beauty uses Flock Safety's automated license plate readers at less than 1% of its approximately 1,500 stores.
- The cameras do not use facial recognition, according to a source familiar with the matter.
- Activist group UltraViolet launched a viral campaign criticizing Ulta's use of Flock technology.
- ·Retail DiveFinancials
Ulta Emphasizes Exclusives Amid Target Rivalry
Ulta Beauty reported strong fiscal Q2 results and raised its full-year guidance while downplaying competitive pressure from Target’s new Beauty Studio. Q2 net sales rose nearly 9% year-over-year to $3.0 billion, with comparable-store sales up 3.8%. Ulta now expects full-year net sales growth of 6.7%–7.2% and comps of 3.2%–3.7%, up from prior guidance. CEO Kecia Steelman said the company will focus on differentiation, including exclusive merchandise, and remain willing to use promotions as needed. Makeup comps were nearly flat as prestige growth offset weaker mass makeup; fragrance and hair care grew. Analysts from William Blair, TD Cowen and Jefferies noted the beat but flagged tougher comparisons and competitive intensity in the back half of the year.
- Ulta Beauty reported Q2 net sales of about $3.0 billion, up nearly 9% year-over-year.
- Ulta’s Q2 comparable-store sales grew 3.8% year-over-year.
- Ulta raised full-year guidance to expect net sales growth of 6.7%–7.2% and comps growth of 3.2%–3.7%.
Under Armour
Recent Signals
- ·Retail DiveBrand partnerships / Ambassadorships
Under Armour ends Project Rock partnership
Under Armour has ended its decade-long partnership with Dwayne “The Rock” Johnson’s training brand Project Rock, calling the relationship a “natural conclusion.” Project Rock, founded in 2017, will continue to be sold through October as it pursues independent product, storytelling and experience initiatives. The move follows Under Armour’s recent split with Steph Curry and comes amid a broader marketing reset in which the company is rebalancing marketing spend and shifting to new ambassadorships such as François Arnaud and K-pop group BoyNextDoor.
- Under Armour ended its partnership with Dwayne “The Rock” Johnson’s Project Rock after roughly a decade.
- Project Rock was founded in 2017 and developed footwear, apparel and accessories through its relationship with Under Armour.
- Under Armour said the partnership reached a “natural conclusion” and will continue to sell Project Rock through October.
- ·The DrumCreative & Production Services
Under Armour's 'Rest Less' Social-First Campaign
Mox London developed Under Armour’s 'Rest Less' creative platform after winning the account in a competitive 2025 pitch. The campaign builds a fictional luxury property, Hotel Armouré, around three contracted footballers — Ollie Watkins, Fermín López and Ferran Torres — and positions high-production films as social-first episodes that later ran on TV and in cinemas. Mox integrated hand-picked creators into the storytelling, used an AI-created teaser, and emphasized native social pacing and formats. The campaign was directed by Mackenzie Sheppard, features actor Nick Mohammed as hotel manager Fergus, and involved in-camera branding and detailed production craft. Under Armour framed 'Rest Less' as an off-season extension of its 'Be the Problem' platform and intends to continue investing in sports-born, socially native creative.
- Mox London won the Under Armour account in a competitive pitch in 2025 with the 'Rest Less' strategy.
- The campaign centers on a fictional luxury Hotel Armouré and stars Under Armour-contracted footballers Ollie Watkins, Fermín López and Ferran Torres.
- The work was conceived as social-first (tease, launch, sustain), included an AI-created teaser, and later ran on television and in cinemas.
- ·Retail-NewsFinancials
Under Armour Cuts Revenue Outlook, Keeps Profit Targets
Under Armour reported a 3% year-on-year revenue decline in Q1 of fiscal 2027 to $1.1 billion and has lowered its full-year revenue outlook to a mid-single-digit decline due to weaker demand, particularly in North America and Asia-Pacific. North America revenue fell 9% to $610 million while international revenue rose 5% to $490 million, with EMEA up 12%. Gross margin improved by 5.9 percentage points to 54.1% (partly due to reimbursement of prior duty costs). Operating income was $47 million (adjusted $52 million) and net income was $1 million (adjusted $21 million). Restructuring charges were $6 million in Q1, with cumulative program costs of $266 million and an expected total of about $305 million; the program is to be largely completed by end-December 2026. The company reaffirmed its operating income and adjusted EPS targets and emphasized cost discipline and a premium strategy.
- Under Armour Q1 fiscal 2027 revenue fell 3% year-on-year to $1.1 billion.
- North America revenue declined 9% to $610 million; international revenue increased 5% to $490 million; EMEA grew 12% while Asia-Pacific was down.
- Gross margin rose 5.9 percentage points to 54.1%; operating income was $47 million (adjusted $52 million); net income was $1 million (adjusted $21 million).
Compare their exact ecosystem overlaps.
Explore all deep relationships in Polaris7. Discover exactly which mutual clients, integrated technologies, and overlapping partners Ulta Beauty and Under Armour share across the market ecosystem.