The ulta beauty world landing page on the ulta beauty website is now the central destination for tickets and event details for one of the most buzzed-about beauty experiences of the year, set to bring fans together this spring in Orlando for a weekend of product showcases, expert sessions, and immersive brand exhibits.
Beauty lovers from across the United States are preparing for April 2026 when Ulta Beauty will host its multi-day beauty celebration at a major Florida convention venue, offering a mix of high-energy showcases, educational opportunities, and exclusive perks for attendees.
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A New Era for In-Person Beauty Events
Ulta Beauty, one of the largest beauty retailers in the country, has transformed its event strategy by creating a consumer-focused gathering that goes beyond ordinary trade shows. Rather than limiting the brand’s reach to stores and online platforms, this event invites fans to step into a live atmosphere that celebrates makeup, skincare, haircare, and wellness with energy and community.
The upcoming experience in Orlando is designed to connect beauty enthusiasts directly with brands, professionals, and trendsetters in an environment that blends education, entertainment, and discovery.
Event Location and Dates Announced
The highly anticipated event will take place at the Orange County Convention Center in Orlando, Florida. The main expo experience is scheduled for April 16, 2026, with the day before featuring special masterclass sessions led by industry experts on April 15, 2026. These dates mark the continuation of a format that began with a successful debut event last year in a different U.S. city and is now expanding into a two-day experience that offers more ways for attendees to engage with beauty culture.
Ticket Options and What They Include
The beauty event offers several ticket tiers, each providing access to unique experiences designed for different interests.
Masterclass Admission
The half-day masterclass ticket grants entry to a hands-on learning session with beauty professionals and brand representatives. Attendees will gain insider tips, practical techniques, and exposure to featured products not available through everyday retail. These sessions are crafted for attendees who want to deepen their skills and explore beauty techniques in a more intimate setting.
Expo Pass
The expo pass gives access to the main event floor on April 16. With this ticket, attendees can navigate immersive brand booths, enjoy live demonstrations, test products in person, and receive a large swag bag filled with curated items from participating partners. The value of these swag bags is widely expected to be a major draw for attendees, enhancing the overall experience.
Combined Access Pass
For beauty fans who want it all, a combined ticket provides entry to both the masterclass sessions on April 15 and the expo floor on April 16. This pass gives participants the most comprehensive experience, blending skill building with full access to the event’s expansive showcase.
What to Expect at the Event
Upon entering the venue, attendees will be greeted with a high-energy atmosphere designed to celebrate all things beauty. With well over 200 brand partners scheduled to participate, guests will have ample opportunities to discover new products, meet brand representatives, and explore cutting-edge trends in makeup, skincare, haircare, fragrance, and wellness.
Live demonstrations, expert panels, and interactive sessions will offer hands-on engagement with products and techniques. Attendees can expect professional advice from seasoned artists, chances to try new formulas before they hit shelves, and curated experiences that highlight creativity and innovation in the beauty industry.
In addition to beauty showcases, the event will feature music, snacks, and social spaces that encourage networking and connection among fellow beauty fans.
Rules, Policies, and What to Know Before You Go
To ensure a smooth and enjoyable event, organizers have established clear policies. Every attendee must be at least 18 years old, and tickets are limited, making early registration critical for those planning to attend. Each ticket is non-refundable and non-transferable, and attendees are only allowed one ticket per email address and transaction.
The venue will operate on a cashless basis for on-site purchases, and specific rules regarding bags and personal items will apply. For example, only one official rolling bag is permitted on the expo floor, with other bags allowed provided they do not have wheels. This policy helps maintain the flow of traffic and ensures everyone can safely enjoy the attractions.
Attendees will need a government-issued ID that matches the name on their ticket to enter the event, reinforcing security and identity verification protocols at the door.
Why This Event Matters to Beauty Fans
This Orlando gathering marks a shift in how beauty brands interact with their audience. The traditional model of browsing products on shelves or online is evolving into an experiential destination where consumers can touch, test, and learn in real time. The event creates a shared space where industry professionals, influencers, and everyday beauty lovers come together to celebrate trends, education, and community.
For many attendees, this will be more than just a day of shopping. With interactive sessions and the ability to engage directly with experts, the event elevates beauty discovery into an event that feels personalized and exciting. The high-value swag bags alone have become a talking point among fans, amplifying the event’s reputation as a can’t-miss beauty celebration.
Building Community Through Shared Experiences
One of the most compelling aspects of this gathering is its ability to bring diverse beauty enthusiasts together. Whether someone is a seasoned makeup artist, a skincare devotee, or simply exploring new products for the first time, the lineup of experiences is designed to be inclusive and accessible.
The blend of live demonstrations, social opportunities, and immersive brand environments creates a festival-like atmosphere where attendees can connect, learn, and share inspiration. This collaborative spirit reflects a broader trend in the beauty world that prioritizes community and shared discovery over transactional shopping.
Connections Beyond the Event Floor
Aside from the excitement inside the convention center, this event also has ripple effects beyond the expo itself. Many attendees plan travel and meet-ups with friends, often turning the occasion into a weekend getaway filled with beauty-centered fun. For Orlando, a city well-known for its tourism and event culture, hosting a major beauty expo adds another layer to its appeal as a destination for national gatherings.
For brands and influencers, the event offers a stage to build visibility and connect with audiences in ways that extend past social media and retail shelves. Personal interactions at live events build relationships that resonate long after the weekend ends, solidifying brand loyalty and opening new avenues for creativity.
Preparation Tips for Attendees
With tickets in high demand and limited availability, planning ahead is essential. Prospective attendees should ensure they understand the event schedule and arrive early to maximize their time inside the venue. Bringing valid identification and reviewing all event rules ahead of time can help avoid last-minute issues at check-in.
Attendees looking to fully immerse themselves in the experience should consider the combined masterclass and expo pass, which offers the broadest access to education and engagement opportunities. Planning hydration, comfortable footwear, and a strategy for navigating the expo floor will help visitors make the most of their day.
Looking Forward to April 2026
As anticipation builds toward April, the beauty community is engaging in online discussions, sharing excitement about participating brands, and planning travel arrangements. Conversations around specific sessions, product reveals, and networking opportunities are already gaining momentum among fans.
This beauty event is positioned to be one of the defining moments of the year for cosmetics and wellness enthusiasts, bringing together a wide spectrum of experiences under one roof.
Whether someone attends to refine their beauty skills, discover new products, or simply celebrate the culture of beauty, this event promises an unforgettable experience for every visitor.
