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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Step Inside the First-Ever, Brand-Packed Ulta Beauty World Event

The retailer brought together beauty lovers, industry insiders, and top brands for its inaugural consumer-facing event in San Antonio.

Michele Laufik
May 1, 2025

The inaugural event welcomed 1,500 beauty enthusiasts, including more than 80 influencers.The inaugural event welcomed 1,500 beauty enthusiasts, including more than 80 influencers.Photo: Courtesy of Ulta BeautySAN ANTONIO—Everything's bigger in Texas—and that includes this new immersive experience from Ulta Beauty. On April 26, the retailer hosted its inaugural Ulta Beauty World event at the Henry B. González Convention Center in San Antonio.

At the one-day event, attendees were able to meet beauty creators and brand founders while learning about the latest trends, experiencing pro-level tutorials, and scoring expert tips from makeup artists and hairstylists.

“We built this to surprise and delight at every turn—balancing immersive, creator-led, and educational moments with brand discovery and artistry,” explained an Ulta Beauty spokesperson about the event.

“What makes Ulta Beauty World unique is how inclusive and layered it is: beauty novices, makeup pros, skincare experts, Gen Z fans—all are welcome, all are represented. It’s not just a celebration of our brand but a vision for the future of experiential retail and the evolving role of beauty in people’s lives," they said.

With tickets priced at $160, Ulta Beauty World sold out toward the end of March and early April, which the spokesperson said shows “consumers crave these engaging and interactive experiences from their favorite brands and retailers. We saw this as more than a one-day beauty festival—a larger-than-life moment for the brand, allowing us to show up not just as a retailer but as a cultural platform for beauty lovers.” 

Upon arrival, attendees were greeted by the “Glam Gateway,” which included activations such as a hat bar, a charm counter, a DJ booth, refreshments, and treats. Event host and beauty influencer Mikayla Nogueira was also on hand to welcome attendees. 

Both established and emerging brands across categories including makeup, skincare, haircare, and wellness offered on-the-spot sampling along with experiential moments; interactive games; and photo opportunities such as Viktor&Rolf’s floral petal photo moment, Supergoop!’s “scratch and win” game, and about-face’s “spin to win” where guests had the chance to win branded merch and makeup bags. Ticket holders also received a Beis bag packed with over $1,000 worth of beauty and wellness essentials.

The inaugural event welcomed 1,500 beauty enthusiasts, including more than 80 influencers. 

“Through the past year, we have found that experiential moments like this allow us to meet guests where they are—blending retail, content, and community in a way that creates brand stickiness and long-term love. In-person engagement is a powerful growth lever. This isn’t a one-off moment—it's a test-and-learn model we intend to build on,” the spokesperson said. 

“We’ll explore how experiences like Ulta Beauty World can evolve into a repeatable framework through pop-ups and in-store experiences, or tied to relevant cultural moments. Much like a flywheel, the emotional impact of Ulta Beauty World drives loyalty and traffic, which fuels omnichannel growth, which reinforces our market leadership.” 

Next year’s event is slated to be held in Orlando.

Keep scrolling to see more from inside this year’s Ulta Beauty World... 

Ulta Beauty World followed the company’s annual Field Leadership Conference for store managers and regional executives that was held at the Henry B. González Convention Center. “This location allowed us to bring an exclusive, first-of-its-kind beauty experience to an engaged community while seamlessly extending the excitement of our internal event to beauty enthusiasts,” the spokesperson said.
Ulta Beauty World followed the company’s annual Field Leadership Conference for store managers and regional executives that was held at the Henry B. González Convention Center. “This location allowed us to bring an exclusive, first-of-its-kind beauty experience to an engaged community while seamlessly extending the excitement of our internal event to beauty enthusiasts,” the spokesperson said.
Photo: Courtesy of Ulta Beauty
The inaugural event welcomed 1,500 beauty enthusiasts, including more than 80 influencers.
The inaugural event welcomed 1,500 beauty enthusiasts, including more than 80 influencers.
Photo: Courtesy of Ulta Beauty
At the one-day event, attendees were able to meet beauty creators and brand founders while learning about the latest trends, experiencing pro-level tutorials, and scoring expert tips from makeup artists and hairstylists.
At the one-day event, attendees were able to meet beauty creators and brand founders while learning about the latest trends, experiencing pro-level tutorials, and scoring expert tips from makeup artists and hairstylists.
Photo: Courtesy of Ulta Beauty
Event host and beauty influencer Mikayla Nogueira was on hand to welcome attendees.
Event host and beauty influencer Mikayla Nogueira was on hand to welcome attendees.
Photo: Courtesy of Ulta Beauty
At the Signature Studio, attendees could personalize totes or cowboy hats.
At the Signature Studio, attendees could personalize totes or cowboy hats.
Photo: Courtesy of Ulta Beauty
Attendees could also design custom beaded bracelets and key chains.
Attendees could also design custom beaded bracelets and key chains.
Photo: Courtesy of Ulta Beauty
At the Ulta Beauty Salon Services booth, attendees were able to get makeup and hair tutorials as well as ear piercings.
At the Ulta Beauty Salon Services booth, attendees were able to get makeup and hair tutorials as well as ear piercings.
Photo: Courtesy of Ulta Beauty
The Ulta Beauty Rewards Loyalty Perk Café offered a variety of giveaways including a trip to Tulum.
The Ulta Beauty Rewards Loyalty Perk Café offered a variety of giveaways including a trip to Tulum.
Photo: Courtesy of Ulta Beauty
The event showcased over 195 beauty brands.
The event showcased over 195 beauty brands.
Photo: Courtesy of Ulta Beauty
Both established and emerging brands across categories offered on-the-spot sampling along with experiential moments, interactive games, and photo opportunities. Many attendees even brought along empty suitcases to store their stash.
Both established and emerging brands across categories offered on-the-spot sampling along with experiential moments, interactive games, and photo opportunities. Many attendees even brought along empty suitcases to store their stash.
Photo: Courtesy of Ulta Beauty
Beyoncé’s haircare line, Cécred, featured an oval booth and presentation stage. Ulta recently announced it's the beauty sponsor for the singer’s Cowboy Carter Tour.
Beyoncé’s haircare line, Cécred, featured an oval booth and presentation stage. Ulta recently announced it's the beauty sponsor for the singer’s Cowboy Carter Tour.
Photo: Courtesy of Ulta Beauty
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