A major part of Ulta Beauty's runaway success is its heralded "Amazon-resistance," which entails a rich in-store experience. But a new test in Chicago by the online behemoth seeks to challenge Bolingbrook-based Ulta in its own backyard. Under CEO Mary Dillon, Ulta has improved its store environment to take advantage of the fact that women want to test makeup before buying. Its 874 locations, filled with miniboutiques dedicated to best-selling brands and amply stocked with testers, give shoppers an appealing space to play with products. Ducking into an Ulta store "is like having a glass of good wine," says Stephanie Wissink, an analyst at Piper Jaffray, noting that women spend up to 25 minutes per trip in the store. "Mary has done an exceptionally good job of rebuilding the beauty-shopping experience to be enjoyable; it's 'retailment.'