With the exception of kits or two-fers, I can get IT on A-azon cheaper with free delivery as a prime member. The Ultas near me are dumpy, and have very small storefronts with not much to select from in-store.
I feel like one of the two channels will become more beauty focused, otherwise why sell the same products (Too Faced, Tarte, Benefit, Beauty Bio, Doris doll10, Shark, Tweakd, Beekman, Clinique, all the high end perfume brands that they share, Sunday Riley, etc.) across two platforms if your productions are (going to be) in the same space, technology shared, resources consolidated, etc. Frankly I would like that; beauty, clothes, jewley and accessories on one channel and the other carrying the electronics, housewares, coin collector stuff, crafts and gardening/home care.