Ulta Beauty, a specialty beauty retailer that operates more than 1,400 stores across 50 states, is launching Ulta Beauty World, an experiential beauty consumer event debuting in San Antonio this spring. Scheduled for April 26 at the Henry B. Gonzalez Convention Center, the one-day immersive beauty experience priced at $160 will allow ticketholders to discover the best in makeup, skincare, hair care, and wellness. Ulta anticipates 1,500 guests to attend Ulta Beauty World, according to Ulta officials.   

From 9 a.m. to 4 p.m. CT (doors open at 8 a.m. CT), Ulta Beauty will offer beauty enthusiasts a wide variety of exclusive experiences, including brand founder meet-and-greets, live hair and makeup tutorials and demonstrations by the Ulta Beauty Pro Team, on-the-spot sampling from a diverse lineup of premier beauty brands across categories, and more, according to a Feb. 27 press release. 

Intended to bring together beauty lovers, industry insiders, and top brands for a day of discovery and inspiration, the event will also gift attendees with curated swag bags filled with must-have products from top beauty and wellness brands. 

Context: In addition to its retail locations, Ulta Beauty, which is publicly traded on the NASDAQ, distributes its products through its website, which includes a collection of tips, tutorials, and social content. Founded in 1990, Ulta Beauty sells cosmetics, fragrance, skin care products, hair care products, and salon services. For its fiscal 2024 compared to the same period in 2023, net sales for Ulta Beauty increased 0.8% to $11.3 billion compared to $11.2 billion, according to its financials released on March 13. 

Why San Antonio: “San Antonio is the perfect backdrop for Ulta Beauty World as it follows the company’s annual Field Leadership Conference, hosted at the Henry B. González Convention Center. This location allows 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,” Ulta officials told CEN. 

What they’re saying: “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. “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.” 

What to expect: Ulta Beauty World will offer attendees the opportunity to: 

- Meet beauty creators and the visionaries behind beloved brands while getting VIP access to the latest beauty trends, pro-level tutorials, and expert tips straight from industry-leading makeup artists and hairstylists. 

- Create and customize beauty goodies at the Interactive Signature Studio, including beaded bracelets and keychains, totes, and cowboy hats. 

- Enjoy live music from a DJ, sip on refreshments from heywell, and sample treats from Ulta Beauty mobile carts.  

- The Ultamate Swag Bag: Score a BEIS Weekender Bag packed with more than $1,000 worth of beauty and wellness essentials. 

Need to know: Passes for Ulta Beauty World are available for purchase here. Availability is limited.