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This year, the event featured its first-ever Masterclass Day with hands-on learning for industry experts and brand founders.
April 20, 2026
By: Rachel Klemovitch
Assistant Editor
Ulta Beauty hosted its second annual Ulta Beauty World on April 15-16 in Orlando, FL.
The event offered beauty lovers an immersive experience to discover the best in makeup, skincare, hair care, and wellness, with a first-ever Masterclass Day featuring a hands-on learning session led by top industry experts and brand founders.
The Masterclass Day was hosted by Sara Tan and Kirbie Johnson of Gloss Angeles with exclusive tutorials from top founders and industry experts from brands like Anastasia Beverly Hills, JVN Hair, Cécred, and more.
Expo day featured over 200 of the biggest beauty brands, offering attendees the chance to engage in brand founder meet-and-greets, live hair and makeup tutorials, and demonstrations by the Ulta Beauty Pro Team.
Kelly Mahoney, Chief Marketing Officer, Ulta Beauty, said,
“In-person events like Ulta Beauty World play an essential role in our overall marketing plans and ‘Ulta Beauty Unleashed’ go-forward strategy, because we see how positively consumers respond to immersive activations like this. Between showing up at some of the biggest cultural moments and festivals like Super Bowl and Coachella, or just increasing the number of in-store experiences and services we offer our guests across our 1,500+ locations, we’ve doubled down on IRL activations and look forward to sharing more for what’s in store this summer.”
Ulta Beauty World was an opportunity for the retailer to connect with its valued customers directly and share a peek behind the curtain into the latest trends and emerging brands within the beauty space, positioning Ulta Beauty as the ultimate beauty destination for shoppers.
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