Ulta Beauty is activating its fandom by hosting a one-day-only immersive event experience in San Antonio. Aptly named Ulta Beauty World, the event is touted as an “all-access pass to discover the best in makeup, skincare, hair care and wellness.” Tickets for Ulta Beauty World are now available online for $160.
Fans and beauty pros will gather at the Henry B. González Convention Center on April 26, 2025 to browse booths featuring 195+ brands, participate in founder meet and greets and live demos from theUlta Beauty Pro Team, and sample new and trending products.
An Immersive Ulta Beauty Fan Experience
As attendees sip on themed drinks and light bites, they can visit the Interactive Signature Studio, where they can design custom-beaded bracelets and keychains or personalize a tote or cowboy hat. Ticket holders also will receive curated swag bags featuring must-have products from top beauty and wellness brands, valued at more than $1,000.
“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. “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.”
Ulta has hosted many events and activations over the years, including in its stores, but this is the first time the beauty retailer has held a gathering at this size and scale. In December 2024, the retailer brought its “House of Joy” pop-up to Miami Art Week as part of its Joy Project initiative.
Advertisement
