Ulta Beauty Announces First-Ever Ulta Beauty Roster

Retailer makes major investment in women's sports sponsorships.

Feb. 4, 2026 at 9:47am

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Ulta Beauty, a leading beauty retailer, has announced the launch of the first-ever Ulta Beauty Roster, a new initiative that represents the company's biggest investment in women's sports to date. The Ulta Beauty Roster will feature partnerships with prominent female athletes across various sports, including basketball, soccer, and gymnastics.

Why it matters

This move by Ulta Beauty underscores the growing importance of women's sports and the increasing recognition of female athletes as powerful brand ambassadors. The Ulta Beauty Roster aligns with the company's commitment to empowering women and promoting diversity and inclusion in the beauty industry.

The details

The Ulta Beauty Roster will include partnerships with several high-profile female athletes, though the specific names have not yet been announced. The initiative will involve various marketing and promotional activities, including product collaborations, in-store events, and digital content featuring the athletes.

  • Ulta Beauty announced the launch of the Ulta Beauty Roster on February 4, 2026.

The players

Ulta Beauty

A leading beauty retailer in the United States, known for its wide range of cosmetic, skincare, and haircare products.

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What they’re saying

“We are thrilled to launch the Ulta Beauty Roster and make our biggest investment in women's sports to date. This initiative aligns with our commitment to empowering women and celebrating diversity in the beauty industry.”

— Mary Dillon, Chief Executive Officer, Ulta Beauty

What’s next

Ulta Beauty plans to unveil the specific athletes who will be part of the Ulta Beauty Roster in the coming weeks, along with details on the various marketing and promotional activities that will be part of the initiative.

The takeaway

Ulta Beauty's investment in the Ulta Beauty Roster demonstrates the growing recognition of female athletes as powerful brand ambassadors and the increasing importance of women's sports in the marketing and advertising landscape.