People buy ‘over the mask’ makeup during pandemic, says Ulta


Spending more time indoors hasn’t stopped people wanting to put on makeup, Ulta CEO Mary Dillon told CNBC on Thursday.

“We’re seeing more of what we call ‘above the mask’ like the eyes, eyebrows and lashes, and we’re seeing makeup in general starting to come back,” Dillion said in a “Squawk Box” interview. . “It’s just a matter of how long it will take for people to be in a situation where they don’t need to wear a mask in a more social situation.”

In Ulta’s makeup category, consumers are buying more products like eyeliner, mascara, and brow products. At the same time, they don’t care too much about products like lipstick and blush because they go unnoticed under the mask.

Skin care is also seeing great interest during the pandemic.

“It started with things like personal care. People have had more time to educate themselves about skin care to put a bunch of new skin care routines into their procedure because they have more. time at home, ”said Dillion, who is stepping down in June to become executive chairman.

Additionally, Dillon said the hair care, fragrance and clean beauty categories also performed well during the pandemic.

Despite the uncertainty surrounding the pandemic, she is cautiously optimistic about the industry’s growth.

“I think spending will continue to accelerate, but we don’t know when that’s going to happen, so we’ll be cautious for the first half of the year,” said Dillon, who will be replaced by chairman of Ulta, Dave Kimbell. .

Ulta stock lost 1.4% in morning trading.


Comments are closed.