US specialty cosmetics store Ulta Salon, Cosmetics & Fragrance has been named as one of the few bricks and mortar retailers that is ‘Amazon-proof’ by The Wall Street Journal.

According to the author, few traditional retailers can compete with Amazon’s dominance – the online retailer is growing rapidly (sales were up 20 percent in recent quarters) and penetrating ever-more product categories.

However, Ulta’s sales are keeping a-pace, growing at a rate of over 20 percent for the past four fiscal years and expected to maintain momentum in 2016. Ulta’s success is attributed to its out-of-town locations, providing large square footage at low rents, and attracting low- to middle-income shoppers by positioning itself as a beauty destination.