Ulta Beauty World Convention Dazzles in Orlando

Annual makeup and beauty expo features over 200 brand booths and exclusive $2,000 swag bags.

Apr. 17, 2026 at 8:29pm

Got story updates? Submit your updates here. ›

A high-contrast, silkscreen-style illustration featuring a repeated pattern of a single iconic beauty product, such as a lipstick or makeup brush, in a grid of bright, neon-like colors, conceptually representing the diverse array of products and brands featured at the Ulta Beauty World convention.Ulta Beauty's annual convention showcased the latest innovations and trends in the vibrant world of cosmetics and personal care.Today in Orlando

Ulta Beauty, the popular cosmetics retailer, hosted its second-ever Ulta Beauty World convention at the Orange County Convention Center in Orlando, Florida on April 16, 2026. The one-day expo featured more than 200 brand booths showcasing the latest makeup, skincare, and beauty products, as well as exclusive swag bags valued at $2,000 for attendees.

Why it matters

As one of the largest beauty retailers in the United States, Ulta's annual convention is a major event for the industry, drawing thousands of beauty enthusiasts, influencers, and professionals to experience the latest trends and innovations in the cosmetics market.

The details

The Ulta Beauty World convention offered attendees a chance to discover new products, attend educational seminars, and interact directly with brand representatives. The expo floor was bustling with activity as visitors explored the diverse array of makeup, haircare, and skincare offerings from both established and up-and-coming brands.

  • The Ulta Beauty World convention took place on April 16, 2026 in Orlando, Florida.

The players

Ulta Beauty

A popular cosmetics retailer and the host of the Ulta Beauty World convention, a major annual event for the beauty industry.

Got photos? Submit your photos here. ›

The takeaway

The Ulta Beauty World convention showcased the continued growth and innovation within the beauty industry, providing attendees with a unique opportunity to discover the latest products and trends shaping the cosmetics market.