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More than skin deep: Behind the beauty boom

The beauty industry was once thought of as catering only to the glamorous. And it still does – but it caters to everyone else too. The industry is built on the products and services that help us all look and feel our best. In 1990, Ulta Beauty entered the US beauty market, differentiating itself among other big industry players with lower prices and by its sheer ubiquity in strip malls. But recently, Ulta Beauty has become a highly desirable brand thanks to Generation Z, a cohort that prefers