‘Turning Into a Wasteland,’ Ulta Fan Screams as Location Sets to Close in Just Days — and Customers Find Out in Letter

BEAUTY product enthusiasts were left devastated in one community after a beloved Ulta announced its closure.

The East Bay Bridge Center makeup store in San Francisco is set to close for good on Saturday.

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News of the store’s closure came with little fanfare, as customers only found out about it from a single sheet of paper.

Posted on the front doors was a sign that said, “We will be closing this location on Saturday, May 4.”

In recent days, the store has been offering sales of up to 90% off.

Residents of this California community are left with two other locations:

• 2245 South Shore Center, Alameda, CA
• 1216 Fitzgerald Drive, Pinole, CA

Each of these remaining locations is more than 30 minutes from the closing location, causing customers to travel considerably further to shop.

“Nooooo I love having an Ulta so close,” said one customer in an Instagram post from @evilleeye.

“We were there on Saturday and had no idea. This is shit,” said another.

“I heard other stores are closing across the state,” a third warned Ulta fans.

RESIDENT GIVES REASON

Other shoppers viewed the closure of this location as part of a larger problem in the San Fransico area.

“I just moved back to the Bay from Louisiana… the longer I’m here, the more I realize I should have stayed in the South,” lamented one customer on Facebook.

Another individual pointed out specific issues plaguing the community.

“The Bay Area is turning into a wasteland when it comes to homelessness and business closures,” they wrote.

They further explained the different factors that influence business closures in the area in response to an opposing commentator.

“Many of the businesses that have been in operation for decades can no longer be open due to a range of reasons, including inflation, crime and attracting reliable and qualified employees,” they stated.

“Furthermore, your response has not addressed the homelessness crisis, turning the Bay Area into a wasteland, which it clearly is.”

It makes me very sad about what happened to a place that I loved so much, but that no longer loved me.”

Former San Francisco residentInstagram

Another longtime resident of the area had similar feelings about the rate of decline in the area.

“This is so sad. My wife and I have seen so much ugliness in our time living on the street (40th and San Pablo) and it got to the point where we just couldn’t take it,” they shared on Instagram.

“I really miss California, but not what it was when I left. I miss what it was before. Watching the Bay Area news from here makes me really sad for what happened to a place I loved so much but no longer loved me.” , they continued.

ULTA’s financial situation

The Illinois-based company is the nation’s largest beauty retailer, with more than 1,300 locations nationwide.

Although customers fear more closures, the latest financial report of the company is reassuring.

Ulta’s plans for fiscal 2024 include opening between 60 and 65 new locations.

The company will also renovate and relocate 40 to 45 existing stores.

Ulta is also considering internationalizing its company, expanding its geographic footprint.

“International expansion represents an incremental, long-term opportunity for Ulta Beauty to broaden our reach and leverage our differentiated value proposition,” said Dave Kimbell, CEO.