A recent report by Bloomberg outlines Ulta Beauty’s success strategies, including its ability to capitalize on the selfie craze, its hugely successful customer loyalty program and the success of its Glam Lab mobile app, which allows shoppers to take selfies and try on makeup before making a purchase.

“They are changing the way people shop as they have allowed people to buy both mass and prestige, as well as get salon, brow and other services which historically would have been done at multiple locations,” said Brian Yarbrough, an analyst at Edward Jones & Co. in Bloomberg’s report. “No other retailer offers all three in the same spot.”

To read the entire story, including how the retailer is planning to open 100 new stores a year, click here.