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Ulta Beauty (ULTA) Is Down 17.1% After Soft 2026 Outlook And TikTok Push - Has The Bull Case Changed?
Ulta Beauty’s stock dropped 17.1% after releasing a cautious 2026 outlook, projecting 6-7% net sales growth and diluted EPS of $28.05-$28.55, which is lower than historical figures. The company is accelerating its digital and wellness strategy through a TikTok Shop launch and a partnership with Cymbiotika, aiming to balance growth investments with profitability amidst rising costs and competition. The article suggests this strategic shift, while necessary, intensifies focus on margin pressure and execution of digital initiatives as key factors affecting its investment narrative.