Ulta Beauty World 2026 Recap: The Behind-the-Scenes Truth
Gloss Angeles
Kirbie Johnson and Sara Tan
4.6 • 772 Ratings
🗓️ 22 April 2026
⏱️ 43 minutes
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Summary
We’re recapping everything you need to know from Ulta Beauty World—the brands, the booths, the chaos, and the criticisms. From hosting the masterclasses to hitting the expo floor with 3,000 beauty lovers (and a lot of product), we’re breaking down what this event actually looks like behind the scenes—and why it’s become one of the biggest moments in beauty retail.
We get into the standout booths, the brands we discovered and loved, and the logistics people don’t realize—like what it really costs to show up as a brand. Plus, we address the biggest critiques of the event (influencers, tickets, accessibility) and give context on how it all actually works.
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Transcript
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| 0:00.0 | G.M. Los Angeles. Hi Kirby. Hi, Sarah. Welcome to Los Angeles. We are back and this is the |
| 0:17.5 | Ulta Beauty World breakdown that you have been waiting for. |
| 0:21.1 | This was an incredible experience. |
| 0:23.8 | I don't think Sarah or myself knew what to expect really going into it. |
| 0:27.9 | Yeah. |
| 0:28.1 | This was bigger than BeautyCon. |
| 0:30.7 | This was bigger than Sephora. |
| 0:32.6 | Yeah. |
| 0:32.9 | I've never been to anything like this. |
| 0:34.7 | It honestly blew my expectations out of the water. And we're not just |
| 0:39.4 | saying that because we were the hired hosts, but we did have a good time. We had a really good time. |
| 0:45.4 | Like if we are not invited back next year in a working capacity, I am logging on to buy tickets |
| 0:51.2 | for myself. Yes. It was absolutely crazy. So our role at Alta Beauty |
| 0:56.4 | World, we were the hosts, like I said, that meant that we oversaw the masterclasses, which took |
| 1:03.5 | place the day before the actual Expo. And then we worked with the Ulta Beauty team at the |
| 1:08.5 | expo to go to a variety of booths and capture |
| 1:11.2 | social content and then also capture our own social content. So the masterclasses, Sarah, |
| 1:16.9 | what was this and what did we do there? Okay. So this was a day of masterclasses. The tickets were |
| 1:23.9 | sold separately. So there were a lot of attendees who were there solely for the |
| 1:28.6 | masterclasses. It was a half day. There were eight masterclasses with a lot of incredible |
| 1:33.9 | experts like Natasha Dinona, JVN, Sacred, Half Magic, MediCube, Siff, Anastasia Beverly |
| 1:41.2 | Hills, and Sage. So experts and founders from the brand. So Kirby and I got to, |
... |
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