Ulta Beauty to Inaugurate First Consumer Event

Ulta Beauty is getting into the consumer events game.

Called Ulta Beauty World, the one-day event will take place in San Antonio on April 26. According to the company’s website, more than 195 of Ulta’s brands are participating, as well as presentations from hairstylists and makeup artists.

“We at Ulta Beauty know there’s nothing quite like the power of beauty to create, connect and bring people together,” said Kelly Mahoney, chief marketing officer at Ulta Beauty, in a statement.

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“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. We’re thrilled to welcome beauty lovers of all generations and celebrate the very best of beauty in a truly unforgettable way,” Mahoney’s statement continued.

In addition to the professional and brand lineups, attendees will get a weekender bag from Beis containing more than $1,000 worth of beauty products. Passes to the event are $160 each.

The event bears resemblance to other consumer-facing beauty events that have cropped up, including Sephora’s Sephoria, which debuted in 2018. On the media side, both Allure and Byrdie have also hosted events for their respective readerships.

Change is in the air at Ulta Beauty, which saw the recent appointment of chief executive officer Kecia Steelman kick off the year. Steelman shortly thereafter rejiggered the company’s C-suite and unveiled a first-of-its-kind partnership with Cécred, the hair care brand founded by Beyoncé Knowles-Carter. The retailer is also expanding to Mexico, with stores slated to open in 2025.

Ulta Beauty World is timed to the retailer’s field leadership conference, the statement said.