Q2 2026 Fragrance: Ulta + Sephora Brand Ranks, Momentum & Competitive Intelligence Vs. Q1’26-Q1’25

DECODE THE Q2 2026 Vs. Q1’26-Q1’25 FRAGRANCE: ULTA + SEPHORA BRAND RANKS, MOMENTUM DEEP DIVE. THE COMPETITIVE INTELLIGENCE THAT SEPARATES A LISTING FROM SCALE.

 

SCALE IN 2026-27.

Who is it for?

Beauty brand founders, CMOs, investors, brand and category marketers, consultants, product developers and retail buyers

Q2 2026 Vs. Q1’26-Q1’25 Fragrance Ulta + Sephora USA in 250+ slides: 283+ brands, 2,800+ products, 13 categories, 9 price tiers.

Tracked over 2 years!

Every block reads three ways: Entering a field, Scaling in one, Leading one.

📊 See The Complete Competitive Picture + Brand-SKU Momentum

Every ranked brand at both doors: four-quarter path, quarter shift, depth, price tier, and the momentum 2x2s behind each move.

→ Top Retailer Brands: Spot the incumbent sliding faster than its shelf

→ Growth Retailer Brands: See which SKU carries your rank and which rides the brand

→ Aspirant Brands: Know the depth it takes to clear each rung

🎯 Benchmark On One Depth + Rank, Not Catalogue Size

Multi-product and single-product brands rank in separate tables

→ Top Retailer Brands: See whether three products carry your rank, or thirty

→ Growth Retailer Brands: A short strong range is not punished for being short

→ Aspirant Brands: Learn the penetration performance to beat before widening the catalogue

📈 Track Category-by-Category Performance for 13 Categories

Women’s, Men’s, Unisex, Warm & Spicy, Fresh, Floral, Earthy & Woody, Fruity & Citrus, Clean, Vegan, Luxury, Travel Size, Candles & Home Scents.

→ Top Retailer Brands: See where your lead is narrowing

→ Growth Retailer Brands: Find where your rank is weakest against the category depth

→ Aspirant Brands: Pick the entry on evidence, not category size

🚀 Master Price Architecture + What Each Tier Leaves Once Its Leader Is Removed

Nine tiers, priced at each product’s lowest size. Then every band re-read without its biggest brand: shelf per remaining brand, leader share, and crowding per 10% price step.

→ Top Retailer Brands: See which tier you are propping up

→ Growth Retailer Brands: Defend the band where your shelf is thinnest

→ Aspirant Brands: Ulta’s Affordable band runs 94 products per 10% step against 52 at Prestige-Lux. At Sephora, 84 against 24. Enter where the crowd is thinnest

💡 Top 50 Products, Rank Changes and Momentum by Category

The top 50 SKU ladder at each door and category, priced, tiered and pathed, with the SKU momentum 2×2 behind it.

→ Top Retailer Brands: Compare your hero against the products above it

→ Growth Retailer Brands: Find the SKU doing the work and the one diluting it

→ Aspirant Brands: Study the price points that keep ranking, not the ones that spike

🏆 Climbers, Peakers and Decliners by Rank Band

Every ranked brand grouped by the direction it travelled: climbing, peaked, sliding, new, held, read band by band.

→ Top Retailer Brands: Watch the band under you fill up

→ Growth Retailer Brands: Ulta Women’s runs 3.1 sliding for every one climbing, and 79% sliding or peaked below rank 101

→ Aspirant Brands: Aim at the band actually turning over

🚀 The Two-Door Read + Where Ulta and Sephora Disagree

Brand divergence and SKU movement across both retailers: who ranks at one door only, and who moves opposite ways at the same time.

→ Top Retailer Brands: Catch the door slipping while the other holds

→ Growth Retailer Brands: 89 brands rank only at Ulta, 63 only at Sephora, 40 at both

→ Aspirant Brands: Choose the door your price and depth already fit

💡 Brand One-Pagers + Positioning On Seven Stopovers

One-pagers carrying rank, trajectory, tier, footprint and a 1 to 5 read on ingredients, functional benefits, purity, origin, emotional promise, purpose and experiential. Scored on owned copy, at house level, in fragrance only, with evidence behind every 4 and 5.

→ Top Retailer Brands: See where your centre of gravity has drifted

→ Growth Retailer Brands: Read the leaders’ promise against yours, stopover by stopover

→ Aspirant Brands: Take an angle no incumbent at your price owns

🧭 Verdicts & Entry Lanes: 13 Categories

→ Category Summary: Three computed calls per board, one line each: ENTERING, LEADING, SCALING.

→ Entry Lanes: An entry band, a target rank and the nearest riser to benchmark, ready for a quarter plan

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How do We Collect Data?

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Access the Q2 2026 Ulta + Sephora USA Fragrance Intelligence Report now!