Ulta Beauty Strategies: Why Ulta added 20,000 new in-store events for 2025

3 days ago 13

Welcome back to Ulta Beauty Strategies, Glossy’s new monthly series breaking down the latest strategies of the retailer and its most popular brands.

Ulta Beauty is doubling down on in-person events for 2025.

“This year we have 70,000 events planned across our stores because we so heartedly believe this notion of human connection is where it’s at,” Amiee Bayer-Thomas, Ulta Beauty chief retail officer, told Glossy. “Eighty percent of the [sales] volume we do is generated in our stores, so brick-and-mortar and that in-person experience is more important than ever.”

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