Ulta Bets Big on Beauty as Live Experience

Retailer's fan-focused event in Orlando draws thousands of superfans after millions tried to get tickets.

Apr. 16, 2026 at 8:10pm

Got story updates? Submit your updates here. ›

A high-end, photorealistic studio still-life photograph featuring a collection of premium beauty products arranged elegantly on a clean, monochromatic background. The products are made from polished raw materials and clean geometric shapes, using dramatic studio lighting to represent the abstract concept of beauty retail as an immersive live experience.Ulta Beauty's fan-focused event in Orlando blends shopping with fandom and entertainment, creating an immersive live experience that drives engagement and loyalty among the retailer's core customers.Today in Tampa

Ulta Beauty's recent fan-focused event in Orlando, Florida drew thousands of superfans after millions tried to get tickets, as the retailer leans into turning beauty shopping into a live experience. Retailers and brands are increasingly channeling the live event business, blending shopping with fandom and entertainment to drive engagement and sales.

Why it matters

Retailers and brands are investing in immersive stores, pop-ups, and live events designed as much for community and content as for sales, as they say the face-to-face element is hard to replicate online and can boost both awareness and loyalty.

The details

Ulta's event in Orlando included hands-on demos, giveaways, and makeovers to drive engagement throughout the day. Competitor Sephora has built a similar fan event called Sephoria, while brands from Nike to Glossier are also investing in immersive retail experiences. Ulta says the goal is to have consumers "show up curious and leave converted", with the event also serving as an "amazing opportunity" for lower-priced brands to reach Ulta's core shoppers and showcase their brand identity.

  • Ulta Beauty's fan-focused event in Orlando took place on April 16, 2026.

The players

Ulta Beauty

A major American beauty retailer that hosted a fan-focused event in Orlando, Florida.

Sephora

A competitor of Ulta Beauty that has built a similar fan event called Sephoria.

Nike

A brand that is investing in immersive retail experiences, similar to Ulta's fan event.

Glossier

A brand that is investing in immersive retail experiences, similar to Ulta's fan event.

Clean Skin Club

A brand that recently launched at Ulta and sees the fan event as an opportunity to connect with consumers.

Got photos? Submit your photos here. ›

What they’re saying

“You can't compete with that kind of connection.”

— Ben Imberman, Founder and CEO of Clean Skin Club

“We want consumers to show up curious and leave converted.”

— Julie Bailey Blanche, Global head of marketing at Shark Beauty

“It's pretty crazy statistics, referring to the millions who tried to get tickets.”

— Anais Kermoal

“It's an opportunity to show the product, but also show the brand's personality.”

— Janie George, Senior art director at Gimme Beauty

The takeaway

Ulta's fan-focused event in Orlando demonstrates how retailers and brands are increasingly investing in live experiences to drive engagement, build community, and boost sales. By blending shopping with fandom and entertainment, these events provide a face-to-face connection that is hard to replicate online, helping to increase awareness, loyalty, and conversion among core customers.