The Chicago Tribune published an article about Ulta Beauty, previously known as Ulta Salon, Cosmetics & Fragrance. Based in the US, Ulta has made it to the Fortune 500 list. The company demonstrates that successful retail is about good retailing, rather than about competition between online and brick & mortar. Ulta continues adding roughly 100 stores each year and now operates close to 1,100 stores. The company’s revenue has increased 20% compared to the year before and annual revenue is close to U$6 billion. Ulta Beauty offers both high-end and drugstore cosmetics, skincare, and fragrances, in addition to its own brand of makeup, bath and body products, skincare, haircare, nail polish, and fragrances.