This paper analyzes the competitive position of the beauty-retail chain of shops called Sephora. The complex analysis of competitors’ movements should be performed on a constant basis in order to build up useful competitors’ profiles. This will help to foresee competitors’ actions and potential hazards for the business. This paper looks at the competitive profile of two cosmetics companies – Ulta and The Body Shop. Although the three companies have distinct approaches, they aim in the same market and compete for consumers.