Under its Ulta Beauty Unleashed strategy, management accelerated spending on virtual try-on technology and TikTok shop integration to enhance customer experience and support future margin expansion. Ulta Beauty’s fiscal Q4 profit missed consensus estimates, triggering a drop of over 20% from its year-to-date high and pushing the 14-day RSI into the low-20s, signaling extremely oversold conditions. The company has authorization to repurchase up to $1.8 billion of its common stock this year, while its 45 million active loyalty members account for roughly 95% of overall sales, reinforcing a durable competitive advantage. SG&A expenses climbed 23% as Ulta front-loaded capital into automated distribution and broader supply-chain modernization efforts aimed at lowering long-term labor costs and improving efficiency.