Ulta Beauty, Inc. (ULTA)
ULTA moved a median of +0.05% 30 minutes after news, and -0.02% by the close. How ULTA actually reacts to news — the realized, point-in-time move the market made, measured across 244 labeled events over the last three years with zero look-ahead.
ULTA’s median reaction, across the day.
| Horizon | Median | % positive | Events |
|---|---|---|---|
| 5-min | -0.06% | 47% | 244 |
| 30-min | +0.05% | 51% | 244 |
| 60-min | -0.02% | 48% | 244 |
| to close | -0.02% | 49% | 244 |
| Middle 50% of ULTA reactions | -0.84% to +0.97% |
|---|---|
| Median reaction (30-min) | +0.05% |
| Measured reactions | 244 |
Half of all Ulta Beauty, Inc. news events land between -0.84% and +0.97% at 30 minutes.
Reaction stats as of 2026-09-21. Newest measured event . Reaction = percent move vs. the price at the news timestamp.
How ULTA reacts, by analyst action.
| Event | Events | Median 30-min | % positive | Median to close |
|---|---|---|---|---|
| Analyst upgrades | 50 | -0.27% | 42% | +0.02% |
| Analyst downgrades | 37 | -0.10% | 49% | -0.08% |
| Coverage initiations | 18 | -0.03% | 44% | +0.07% |
| Rating reiterations | 308 | +0.07% | 54% | +0.04% |
| Price-target raises | 92 | -0.11% | 41% | -0.14% |
| Price-target cuts | 69 | +0.20% | 61% | +0.35% |
Last 3 years, pulled 2026-09-21. Reaction = percent move vs. the price at the news timestamp. Counts and medians only. The same measurement runs across every name in the dataset. See how ULTA ranks against every other measured name →
That’s how ULTA usually reacts — get an email when it moves on news →Email me when ULTA moves on news.
One email per qualifying move — the headline, the measured reaction, and how it compares to ULTA's baseline. Nothing else.
Recent ULTA events, each with its measured reaction.
| Date | Headline | Event | Source | 5-min | To close |
|---|---|---|---|---|---|
| Ulta Beauty Charitable Foundation Celebrates 10 Years of Giving and Community Impact | Press release | Business Wire | +0.63% | +3.40% | |
| Ulta Beauty to Participate in Upcoming Investor Conference | Press release | Business Wire | +0.09% | +1.63% | |
| Ulta Beauty Announces 2026 MUSE Accelerator Cohort | Press release | Business Wire | +1.25% | +1.11% | |
| Form 10-Q Ulta Beauty, Inc. For: Aug 01 | SEC filing · Form 10-Q | SEC EDGAR | -1.90% | -4.52% | |
| Form 8-K Ulta Beauty, Inc. For: Aug 27 | SEC filing · Form 8-K | SEC EDGAR | -1.90% | -4.52% | |
| Ulta Beauty Announces Second Quarter Fiscal 2026 Results and Raises Fiscal 2026 Guidance | Press release | Business Wire | -1.90% | -4.52% | |
| Form 8-K Ulta Beauty, Inc. For: Aug 13 | SEC filing · Form 8-K | SEC EDGAR | -0.25% | -2.56% | |
| Ulta Beauty Appoints Brieane Olson to Its Board of Directors | Press release | Business Wire | -0.25% | -2.56% | |
| Ulta Beauty to Report Second Quarter Fiscal 2026 Results on August 27, 2026 | Press release | Business Wire | -0.36% | -0.92% | |
| Form 8-K Ulta Beauty, Inc. For: Jul 14 | SEC filing · Form 8-K | SEC EDGAR | +1.41% | +0.15% | |
| Ulta Beauty Names Kelly Garcia as Chief Technology Officer | Press release | Business Wire | +1.41% | +0.15% | |
| Ulta Beauty Launches New NielsenIQ Study on Gen Alpha and AI-Powered Beauty Discovery | Press release | Business Wire | -0.06% | +0.60% | |
| Form S-8 Ulta Beauty, Inc. | SEC filing · Form S-8 | SEC EDGAR | +0.10% | +1.22% | |
| Form S-8 POS Ulta Beauty, Inc. | SEC filing · Form S-8 | SEC EDGAR | +0.10% | +1.22% | |
| Form 8-K Ulta Beauty, Inc. For: Jun 09 | SEC filing · Form 8-K | SEC EDGAR | -0.38% | -1.50% | |
| Form DEFA14A Ulta Beauty, Inc. | SEC filing · Form DEFA14A | SEC EDGAR | -0.44% | -0.76% | |
| Form 10-Q Ulta Beauty, Inc. For: May 02 | SEC filing · Form 10-Q | SEC EDGAR | -3.34% | -1.57% | |
| Form 8-K Ulta Beauty, Inc. For: Jun 02 | SEC filing · Form 8-K | SEC EDGAR | -3.34% | -1.57% | |
| Ulta Beauty Announces First Quarter Fiscal 2026 Results and Updates Fiscal 2026 Guidance | Press release | Business Wire | -3.34% | -1.57% | |
| Ulta Beauty, DC Studios and Warner Bros. Pictures Launch Exclusive Supergirl Partnership, Bridging Beauty & Culture | Press release | Business Wire | +0.04% | -2.24% | |
| Ulta Beauty to Report First Quarter Fiscal 2026 Results and Participate in an Upcoming Investor Conference | Press release | Business Wire | -0.95% | +2.34% | |
| YipitData and Ulta Beauty Partner to Redefine Data-Driven Merchandising | Press release | Business Wire | -0.78% | -0.75% | |
| Form ARS Ulta Beauty, Inc. For: Jan 31 | SEC filing · Form ARS | SEC EDGAR | -0.14% | +0.94% | |
| Form DEF 14A Ulta Beauty, Inc. For: Jun 09 | SEC filing · Form DEF | SEC EDGAR | +0.36% | -1.48% | |
| Form DEFA14A Ulta Beauty, Inc. | SEC filing · Form DEFA14A | SEC EDGAR | +0.36% | -1.48% | |
| Ulta Beauty and Google Introduce Gemini-Enabled Shopping Experiences That Streamline Beauty Discovery and Purchase | Press release | PR Newswire | +0.36% | -1.48% | |
| Form PRER14A Ulta Beauty, Inc. | SEC filing · Form PRER14A | SEC EDGAR | +0.66% | +1.22% | |
| Form PRE 14A Ulta Beauty, Inc. For: Jun 09 | SEC filing · Form PRE | SEC EDGAR | +0.02% | +0.87% | |
| Ulta Beauty to Participate in Upcoming Investor Conference | Press release | Business Wire | +0.69% | +1.85% | |
| Form 10-K Ulta Beauty, Inc. For: Jan 31 | SEC filing · Form 10-K | SEC EDGAR | +0.67% | -1.41% | |
| Form 8-K Ulta Beauty, Inc. For: Mar 12 | SEC filing · Form 8-K | SEC EDGAR | +0.49% | -5.38% | |
| Ulta Beauty Announces Fourth Quarter and Fiscal 2025 Results and Provides Fiscal 2026 Guidance | Press release | Business Wire | +0.49% | -5.38% | |
| Ulta Beauty to Report Fourth Quarter and Fiscal 2025 Results on March 12, 2026 | Press release | Business Wire | +0.88% | -0.30% | |
| Ulta Beauty Introduces the First-Ever Ulta Beauty Roster, Announcing Its Biggest Investment in Women’s Sports | Press release | Business Wire | -0.30% | +0.78% | |
| Ulta Beauty to Enter the UAE at Mall of the Emirates as Expansion in the Middle East Continues in Partnership With Alshaya Group | Press release | Business Wire | +0.46% | +0.25% | |
| Matrix Launches New Instacure Build-A-Bond Billion Bond Oil | Press release | PR Web | +0.69% | +2.45% | |
| Form 8-K Ulta Beauty, Inc. For: Dec 15 | SEC filing · Form 8-K | SEC EDGAR | -0.40% | -0.35% | |
| Form 10-Q Ulta Beauty, Inc. For: Nov 01 | SEC filing · Form 10-Q | SEC EDGAR | +2.25% | +3.90% | |
| Form 8-K Ulta Beauty, Inc. For: Dec 04 | SEC filing · Form 8-K | SEC EDGAR | +2.25% | +3.90% | |
| Ulta Beauty Announces Third Quarter Fiscal 2025 Results | Press release | Business Wire | +2.25% | +3.90% | |
| Ulta Beauty to Report Third Quarter Fiscal 2025 Results on December 4, 2025 | Press release | Business Wire | +2.01% | +2.93% | |
| Ulta Beauty Expands International Footprint with First Middle East Store in Kuwait | Press release | Business Wire | -0.00% | -0.52% | |
| Sleep Innovation Goes Mainstream: Helight® Red Light Sleep Technology Launches at Ulta Beauty | Press release | PR Web | +0.08% | +0.91% | |
| Form 8-K Ulta Beauty, Inc. For: Oct 10 | SEC filing · Form 8-K | SEC EDGAR | -0.58% | -0.30% | |
| Ulta Beauty Names Christopher DelOrefice as Chief Financial Officer | Press release | Business Wire | -0.58% | -0.30% | |
| Ulta Beauty Launches UB Marketplace, Expanding Choice and Discovery Across Beauty and Wellness | Press release | Business Wire | -0.29% | -0.09% | |
| Matrix Launches Mr. Men Little Miss Holiday 2025 Collection | Press release | PR Web | -0.36% | +0.87% | |
| Keratin Complex® introduces The Perfect Color Service: Permanent Hair Color & Smoothing in Less Time than a Traditional Color Service | Press release | PR Web | +0.04% | -0.43% | |
| Ulta Beauty Advances International Growth Strategy with Debut in Mexico | Press release | Business Wire | -0.17% | +0.10% | |
| Ulta Beauty Announces 2025 MUSE Accelerator Cohort | Press release | Business Wire | -0.55% | -0.77% |
Each reaction is the move the market actually made, measured from the news timestamp. Headlines link through to the ULTA section they belong to.
Where else ULTA is measured.
ULTA earnings → · Analyst actions → · SEC filings →
Other Consumer Cyclical names, measured the same way
| Ticker | Events | Median 30-min | % positive |
|---|---|---|---|
| GameStop Corporation (GME) | 244 | -0.13% | 46% |
| Silgan Holdings Inc. (SLGN) | 244 | -0.06% | 45% |
| AutoNation, Inc. (AN) | 243 | +0.01% | 50% |
| KAR Auction Services, Inc (KAR) | 241 | +0.04% | 52% |
Same sector, same measurement: percent move vs. the price at the news timestamp, read at 30 minutes. Sample sizes differ, so the medians are comparable but the confidence behind them is not.
All Consumer Cyclical names, measured the same way →
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How the numbers are made.
How is Ulta Beauty, Inc.'s median reaction calculated?
Every labeled ULTA news event is measured from its own timestamp: the last trade before the news is the base price, and the move is read at fixed horizons — 30 minutes of trading, then the close. The median across 244 events is what this page reports. Point-in-time, zero look-ahead: no event borrows information from a later one.
What counts as a positive reaction?
Any event whose price move is above zero at the horizon, relative to the last trade before the news timestamp. 51% of ULTA's measured events are up at 30 minutes; the rest close the window flat or negative.
How often is this page updated?
The news table refreshes automatically as new events are labeled and priced. The reaction medians are re-pulled in batches from the dataset — the figures here are as of 2026-09-21.
Does ULTA's past reaction predict its next one?
No. These are realized facts about past events, not forecasts. They describe a distribution — they say nothing certain about any future move.