Ulta Beauty has embarked on its first multi-market experiential activation — a College Glow Up Tour presented in partnership with HerCampus Media — that will stop at six campuses between now and Sept. 26. At each stop, the custom Ulta Beauty truck will offer free treats, unique photo opportunities, product gifts and surprise influencer meets.
The tour will visit:
- University of Miami, Sept. 16;
- University of Florida, Sept. 18;
- Florida A&M University, Sept. 19;
- Georgia Institute of Technology, Sept. 23;
- Spelman College, Sept. 24; and
- Savannah College of Art & Design, Sept. 26.
At each visit, attendees will have the chance to enter for bigger prizes, such as exclusive products, and a sweepstakes at each stop will have as its grand prize two tickets to Ulta Beauty World in 2026. Students also can sign up for the Ulta Beauty Rewards Program and new Student Perks to earn additional points.
The tour will encourage hands-on engagement and beauty discovery with brand partners including Polite Society, Isima, Snif, Anua, Digi Beauty and Black Girl Sunscreen.
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Ulta Beauty is just one of the brands that will be popping up on campus this year, eager to claim its share of Gen Z consumers as they start making more purchase decisions on their own. Pacsun pop-up shops will be showing up at college football games this fall, and Barnes & Noble College and GameSquare have partnered to deliver collegiate esports and gaming programming nationwide. In May 2025 Urban Outfitters launched its multi-stage UO Haul campaign, including 20 “Campus Essentials” pop-ups slated for summer and fall in key college markets.
