Ulta Unveils Experiential Event Uniting Beauty Community
Ulta Beauty will debut an experiential event this spring in San Antonio.
“Ulta Beauty World” will give the retailer’s beauty and wellness brand partners an opportunity to showcase their products and boost brand awareness.
The one-day event, taking place on April 26 at the Henry B. Gonzalez Convention Center, will include brand founder meet-and-greets, live hair and makeup tutorials and demonstrations by the Ulta Beauty Pro Team, and on-the-spot product sampling. Participating brands include both established and emerging.
Ulta Beauty World was designed to unite beauty enthusiasts, “industry insiders” and more than 195 brands for a day of discovery and inspiration, the retailer said in a news release.
The event will also have an “Interactive Signature Studio” where attendees can design custom beaded bracelets and keychains and personalize a tote or cowboy hat.
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Additionally, Ulta will give attendees swag bags it’s calling “Weekender Bags,” which will include more than $1,000 worth of beauty and wellness products, according to the retailer. The bags are from actress Shay Mitchell’s travel brand Beis, owned by Beach House Group.
Non-beauty brand partners will also have a presence, including refreshments from sparkling water brand Heywell and treats via Ulta-branded mobile carts.
“We at Ulta Beauty know there’s nothing quite like the power of beauty to create, connect and bring people together,” Kelly Mahoney, chief marketing officer at Ulta, said in the release. “With Ulta Beauty World, we’re inviting beauty enthusiasts to step into our world like never before – offering an immersive playground for beauty discovery that brings to life the possibilities that lie within each of us.”
The event is open to the public and costs $160 to attend. Registration is required within Ulta's website.
Ulta’s Focus on Events
A core part of Ulta’s growth strategy for 2025 is creating personalized experiences and events to engage consumers.
In Q3, Ulta hosted more than 13,000 in-store events, including unique celebrity and brand founder events, multi-branded events and skincare-focused events. It also expanded its salon event, The Workshop, to more stores and offered customized coaching and recommendations from in-store stylists.
