33 Makeup Brands Exited Ulta Beauty & Sephora between Q4’25-Q3’26

Makeup lost 33 brands at Ulta and Sephora in a year, and a famous name didn’t save four of them. Six have a public reason.

• 26 exited Ulta. 7 exited Sephora. BeautyBio left both.
• 108 ranked products left Ulta with them.
• Every exit verified on the retailer’s own site.

More from Jump Accelerator:

• The fastest-climbing makeup brands at Ulta and Sephora
• 17 fragrance brands that exited Ulta and Sephora
• 99 skincare brands that exited Ulta and Sephora
• What beauty retail buyers want

Summary: Q3 2026 at a glance

• 33 exits: 26 at Ulta, 7 at Sephora.
• 108 products gone at Ulta.
• Biggest shelf lost: KIKO Milano at Ulta, 29 ranked products.
• Q2’26 was the wave: 14 brands last ranked in Q1’26 were gone by Q2’26.
• Celebrity makeup thinned at Sephora: 4 of its 7 exits.
• 6 brands have a public reason. The other 26 left without one.

Every exit, with its path since Q4’25 and the full list by retailer, is in the Makeup Q3 2026 Ulta + Sephora report.

Makeup brands exited Q3 2026: how we count an exit

• Exited: ranked on a makeup board at that retailer, then on none, and not found online at the retailer.
• Off board is not an exit. 27 more brands fell off the makeup boards but are still sold at that door. They are not counted.
• Products: ranked SKUs across every makeup board at that retailer when last seen.

The 10 biggest makeup brands exited by Q3 2026: top 5 at each door

The read:

• KIKO Milano is the biggest shelf lost: 29 ranked products, gone from Ulta by Q1’26.
• Surratt Beauty took 22 products with it, last ranked Q1’26.
• Lashes thinned at Ulta. Velour Lashes and House of Lashes were both last ranked Q2’26 and gone by Q3’26.
• Sephora’s exits have reasons: GXVE closed, Fashion Fair reset toward its core customer, and Rose Inc was sold out of the Amyris bankruptcy.
• 21 more Ulta exits and 2 more Sephora exits are in the report.

Why celebrity makeup brands exited Sephora by Q3 2026

• 4 of Sephora’s 7 exits were celebrity-founded: GXVE BY GWEN STEFANI, ROSE INC, SIMIHAZE BEAUTY and goop.
• GXVE closed outright. Rose Inc was sold out of a bankruptcy. goop took its prestige bet to Ulta.
• Meanwhile, artist brands climbed: m.ph by Mary Phillips, HUNG VANNGO BEAUTY and Westman Atelier all gained ground at Sephora.

K-beauty churn at Ulta

• rom&nd, Jungsaemmool and KOCOSTAR all exited Ulta.
• MISSHA climbed +63 at the same door.
• K-beauty is not a pass. Each brand still has to hold its own rank.

Silent makeup brands exited by Q3 2026

• 26 of the 32 brands that exited have no public reason: no trade report, no brand statement, no retailer note.
• Brands don’t announce a delisting. The first public signal is the rank disappearing.
• That is the case for tracking the board. By the time the brand page empties, the decision is a quarter old.

What this means for your brand

• A famous name is not a shelf plan. Four celebrity brands left Sephora inside a year.
• K-beauty is a crowded entry, not a safe one. Three exited Ulta while one climbed.
• Watch your ranked SKU count every quarter. KIKO Milano lost 29 at once.
• Know where you stand before the next quarter decides for you.

Get the full picture

The Makeup Q3 2026 Ulta + Sephora report covers:

• every exit and off-board brand, with its path since Q4’25
• brand ranks at both retailers, with the trajectory since Q4’25
• climbers, peakers and decliners
• momentum 2x2s
• shelf crowding by price tier
• brands common to both retailers

533 brands · 9,929 ranked products · 16 category boards · 4 quarters.