leaving a positive legacy for our world Since our founding more than 30 years ago, Ulta Beauty has envisioned being the premier destination for beauty lovers. In 2021, we refreshed our strategic framework to one that is emotionally connected and culturally relevant for today’s consumers. Fulfilling that aim today requires that we not only offer “All Things Beauty, All in Your World, At the Heart of the Beauty Community”—but that we also offer new ways to access our products, such as “buy online, pickup in store”, two-hour pickup and a pilot of same-day-delivery. It also means that we serve and celebrate all beauty enthusiasts. Our product assortment in stores and at ulta.com reflects the diversity of our guests. We are continually growing our assortment to appeal to Black and Latine beauty enthusiasts, who have not always been well served by the beauty industry. To serve and empower all guests with the power of beauty, we engage in conversations with almost 10,000 beauty enthusiasts through polls, surveys and online discussions. One destination for all things beauty Ulta Beauty products and services The Wellness Shop Given the growing focus on self-care in all aspects of life, it’s no surprise that 65% 1 of consumers see the beauty category as being significantly connected to wellness. In response to this trend of “beauty as wellness,” Ulta Beauty launched The Wellness Shop in select stores and online. The Shop offers a curated assortment of products across five categories: o Everyday care o Supplements and ingestibles o Relax and renew o Down there care o Spa at home 1 Ulta Next Better proprietary consumer research as of June 2021. 2021 ESG Report 23 Product People Introduction Environment Supplemental Data Community