LikeFolio's Megan Brantley examines how Ulta Beauty (ULTA) is caught in a K-shaped recovery, losing ground to both the luxury appeal of Sephora and the value positioning of e.l.f. Beauty (ELF) as middle-class consumers feel the squeeze. Despite the headwinds, resilient digital demand and the historically recession-proof lipstick index keep the outlook cautiously balanced ahead of quarterly results.

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