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BOLINGBROOK, Il. –Ulta Beauty is investing boldly in in-person experiences for 2025, adding 20,000 new in-store events to its extensive lineup. Founded in 1990, Ulta Beauty now operates 1,437 stores across all 50 states.
“This year we have 70,000 events planned across our stores because we so heartedly believe this notion of human connection is where it’s at,” said Amiee Bayer-Thomas, Ulta Beauty’s Chief Retail Officer, speaking to Glossy's Lexy Lebsack. “Eighty percent of the [sales] volume we do is generated in our stores, so brick-and-mortar and that in-person experience is more important than ever.”
The 2025 expansion significantly increased from the 50,000 in-person events Ulta held last year. Beyond these in-store activations, the beauty retailer is also launching its largest-ever out-of-home consumer event, Ulta Beauty World, and strengthening its presence at cultural gatherings such as festivals and sporting events.
A new ticketed consumer event, Ulta Beauty World, will take place on April 26 at the Henry B. González Convention Center in San Antonio, Texas. Attendees can purchase tickets for $160, which includes a swag bag valued at over $1,000 and access to a full-day experience featuring 195 brand partners, product demonstrations, giveaways, and interactive activations. The event will include food, drinks, games, ear piercing, live music, and photo booths.
Strategically positioned as an extension of Ulta’s long-standing Field Leadership Conference (FLC), this new event aims to replicate the immersive brand experience typically reserved for store managers and brand leaders. “[Brands] show up and they show up big for our field leadership conference [because] it’s their opportunity to engage with our store leaders one-on-one to educate them on key products and the brand. We thought, ‘How could we not bring something similar to our guests?’” said Bayer-Thomas to Glossy.
Bringing consumers into Ulta’s brick-and-mortar locations remains a top priority. The newly added in-store events primarily feature brand-led activations such as master classes, product demonstrations, and gifting opportunities. In January, Ulta introduced a consumer-facing sign-up platform to streamline access. The new system, available on Ulta’s website, allows shoppers to reserve event spots through their loyalty accounts, much like booking a fitness class or beauty service online.
Among the current offerings are masterclasses with Estée Lauder makeup artists, skincare consultations with Dermalogica experts, and Benefit brow shaping tutorials. All events are free and include complimentary gifts, a major draw for attendees.
“Success comes from how our guests respond,” Bayer-Thomas emphasized. “When we poll our guests about what’s most important to them, it’s convenience and experience.”
Beyond in-store events and Ulta Beauty World, the company continues to expand its presence at major cultural events such as Art Basel in Miami and the Super Bowl in New Orleans.
“When we think about events and experiences and what we consider to be a beauty destination for a lifetime, our goal is to create special moments to have fun, discover beauty and celebrate the different moments in our lives,” Bayer-Thomas told Glossy. “We get to engage beauty lovers and give them an opportunity to express themselves and celebrate these different moments in time through their own individuality and within the communities.”
