Ulta Beauty debuts experiential event in April

The nation’s largest specialty beauty retailer is hosting an in-person event focused on makeup, skincare, hair care, and wellness.

Ulta Beauty is launching "Ulta Beauty World," an experiential beauty event taking place in San Antonio, Tex. on Saturday, April 26, 2025. From 9 a.m. to 4 p.m. CT (doors open at 8 a.m. CT), attendees can participate in exclusive experiences including brand founder meet-and-greets, live hair and makeup tutorials and demonstrations from Ulta Beauty stylists, and on-the-spot sampling from premier beauty brands across categories.

Attendees will also receive curated swag bags filled with products from top beauty and wellness brands. Other features will include an interactive design studio for customized fashion products, live DJ music, refreshments and mobile food carts, and the chance to win a designer handbag filled with more than $1,000 of beauty essentials.

"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."