Tonal vs Ulta Beauty
Side-by-side comparison of AI visibility scores, market position, and capabilities
Tonal is a wall-mounted smart strength training system with adaptive electromagnetic resistance; raised $561M (Series F); returned to revenue growth in 2025 with 110 Tonal 2 retail locations; expanded into Pilates in Oct 2025.
About
Tonal is a San Francisco-based consumer fitness technology company that makes a wall-mounted smart gym system combining up to 200 pounds of digital electromagnetic resistance with an embedded touchscreen, AI-powered coaching software, and real-time performance tracking. Founded in 2015 and having raised $561.4M in total Series F funding, Tonal targets home fitness enthusiasts who want professional-quality strength training without requiring a traditional barbell, plates, or large equipment footprint.
NASDAQ-listed (ULTA) largest US beauty retailer with 1,400+ stores and 44M loyalty members; prestige-to-mass-plus-salon format competing with Sephora and Target shop-in-shop for total beauty spend.
About
Ulta Beauty is the largest US beauty retailer — operating 1,400+ stores across 50 states that combine prestige, mass-market, and salon product sales with in-store salon and beauty services in a single destination format that no other beauty retailer matches. Listed on NASDAQ (NASDAQ: ULTA), Ulta generated approximately $11.3 billion in net sales in fiscal year 2024 and operates the Ultamate Rewards loyalty program with 44+ million members, which is among the largest loyalty programs in US retail.
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