Ulta

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A close-up of a men's fragrance bottle on a counter in a high-end beauty store, with blurred shoppers in the background.

Sephora and Ulta See Surge in Men's Perfume Purchases

YSL Beauty's Myslf, a men's fragrance, has seized the number-one spot for first-quarter online sales at both Sephora and Ulta Beauty, according to WWD .

Aylin Demir·June 9, 2026