Written By: Ciara Celeste| Reporter
Have you ever walked into Ulta Beauty and noticed the shelves looking a little emptier than usual—or found yourself having to ask for assistance to access locked-up products? You’re not alone. Product loss at Ulta Beauty is at an all-time high, and many believe the issue ties directly to the company’s current Loss Prevention practices. Let’s dive into what’s really going on.
According to CX Dive, Ulta’s CFO recently stated, “Product loss was a challenge for Ulta Beauty.” The statement reflects a growing concern that’s also gaining traction online. Former Ulta employees have taken to TikTok to share firsthand stories of customer theft, while news outlets continue to report incidents of organized retail crime at Ulta stores across the country.
In one recent case reported by ABC7, three women in Seal Beach, CA, were charged with a felony after stealing $1,600 worth of products—well above the $950 threshold. Former employees say that Ulta’s Loss Prevention policy prohibits staff from confronting or pursuing shoplifters. TikToker @houa.muas explained that employees are instructed not to interact with thieves due to liability concerns.
Surveillance footage of these so-called “Beauty Bandits” is making the rounds on social media, with the fragrance section appearing to be the most targeted area. CX Dive confirms that “fragrance is its highest category of theft.”
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In response, Ulta is taking steps to combat the growing issue. The company has increased in-store staffing and placed Loss Prevention personnel on the floor to better monitor suspicious activity. However, some former workers claim these measures have inadvertently led to reduced hours for existing employees.
The rise in theft doesn’t just impact inventory—it affects everyone, from employees and customers to the overall shopping experience. With product loss on the rise, Ulta is in a race to find solutions that balance safety, customer service, and profitability.
