Ulta bets big on beauty as live experience
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The second Ulta Beauty World was held in Orlando on April 16. Photo: Kelly Tyko/Axios
Ulta Beauty's fan-focused event in Orlando drew thousands of superfans — after millions tried to get tickets — as the retailer leans into turning beauty shopping into a live experience.
Why it matters: Retailers and brands are increasingly channeling the live event business — blending shopping with fandom and entertainment to drive engagement and sales.
- Ulta isn't alone. Competitor Sephora has built a similar fan event in Sephoria, while brands from Nike to Glossier are investing in immersive stores and pop-ups designed as much for community and content as for sales.
The big picture: Brands say the face-to-face element is hard to replicate online — and can boost both awareness and loyalty.
- "You can't compete with that kind of connection," said Ben Imberman, founder and CEO of Clean Skin Club, which recently launched at Ulta.
- Ulta's event is also about conversion.
- "We want consumers to show up curious and leave converted," Julie Bailey Blanche, global head of marketing at Shark Beauty, told Axios.
The intrigue: Anais Kermoal, who traveled from Tampa, said she heard about of the first Ulta Beauty World on TikTok last year and scored a ticket the same way she hunts for Labubu collectibles — refreshing repeatedly until she got through.
- "It's pretty crazy statistics," she said, referring to the millions who tried to get tickets.
- Tickets, which cost about $165, included a swag bag valued at more than $2,000.
State of play: Lines formed across the expo floor Thursday at the Orlando Convention Center, including at Shark Beauty's booth and at Dyson, where attendees waited for a chance to win tools.
- Hands-on demos, giveaways and makeovers drove engagement throughout the day.
Zoom out: Janie George, senior art director at Gimme Beauty, said the brand is seeing significantly more buzz in its second year at the event.
- For lower-priced products, the event is an "amazing opportunity" to reach Ulta's core shoppers and showcase brand identity, George said.
- "It's an opportunity to show the product, but also show the brand's personality," she added.
What's next: Ulta hasn't said yet if the event will return for a third year — or where it might land next.
