After a successful first run, Ulta Beauty World is back.
The 2nd annual expo will be held at the Orange County Convention Center in Orlando, Fla., on April 16, where over 200 brands will be stationed between a wide variety of food vendors, DJs and complimentary hair and makeup services, according to the retailer’s website. Passes start at $160 and are available to purchase on the Ulta Beauty website now.
How to Get Tickets for Ulta Beauty World 2026
In addition to the April 16 event, masterclasses with hairstylist and JVN founder Jonathan van Ness, makeup artist and Half Magic creator Donni Davy and more will take place the day before. To attend a seminar, guests can buy a half-day masterclass ticket for $75 or a masterclass and expo ticket for $199. The half-day ticket will guarantee a spot in one masterclass, while the latter ticket will cover the seminars, the expo and an assortment of featured products. General admission expo passes do not include access to any of the masterclasses.
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All Ulta Beauty World ticket holders will take home a “swag bag” valued at over $2,000, per the retailer. Last year, attendees were gifted a Beis Weekender Bag filled with more than $1,000 worth of beauty products. The contents of the 2026 goodie bag have yet to be revealed.
When it comes to personal items, will all handheld bags be permitted? Rolling bags that aren’t Ulta Beauty-branded, which will be available to purchase for $50 upon registration, are not allowed on the expo floor. Luggage can be checked at the complimentary storage area day-of.
In a statement sent to WWD ahead of the inaugural expo, Kelly Mahoney, chief marketing officer, wrote, “We at Ulta Beauty know there’s nothing quite like the power of beauty to create, connect and bring people together.”
“With Ulta Beauty World, we’re inviting beauty enthusiasts to step into our world like never before, offering an immersive playground for beauty discovery that brings to life the possibilities that lie within each of us,” she continued. “We’re thrilled to welcome beauty lovers of all generations and celebrate the very best of beauty in a truly unforgettable way.”
WWD has reached out to Ulta Beauty for further comments on the 2026 two-day affair.