Amazon (AMZN) and Cosmetics

Ulta Beauty is giving Amazon a run for its money and that's news cosmetics companies can use. 

Ulta Beauty is growing even as Amazon's top ten categories in Beauty and Personal Care are growing 24% year over year. 

Amazon has announced it is establishing an "Indie Beauty Shop" where brands can sell directly to consumers but can't also be on other retailers like Ulta or Target or Walmart. 

Still, Ulta is powering along through a combination of new store openings, exclusive product selection, and a successful loyalty program that supports e-commerce and prestige purchasing. 

In fact, cosmetics make up 51% of Ulta’s sales, which is the category where AMZN sees its lowest relative growth.