Yes. Ulta Beauty World is worth the hype. The highly anticipated, sold-out expo kicked off in Orlando, Florida, on Thursday, April 16, bringing thousands of beauty lovers together for a day of activations from 200-plus brands and, of course — samples! Shop TODAY had a chance to attend the beauty world’s biggest event of the year, and below, we’re highlighting everything you need to know.
Ulta Beauty World is an all-day, immersive expo where attendees can interact with their favorite brands in makeup, skin care and hair. The first event was held in 2025 in San Antonio, Texas, and this year, Ulta brought the beauty mecca to Orlando’s Orange County Convention Center.
Courtesy of Shannon Garlin
Within each booth, attendees can grab samples, get a first look at upcoming launches, get color-matched with a new foundation and even play games for a chance to win major prizes. (Shark Beauty was giving out the chance to win a whole Shark Glam, which is valued at $400!)
Tickets cost $160, plus a $5 processing fee, and if you ask us, that cost is absolutely worth it because, aside from snagging goodies from the floor, beauty goers rolled away with a Beis carry-on and tote, filled with products with a total value of $2,000.
Courtesy of Shannon GarlinWhen is the next Ulta Beauty World?
Attendees learned that Ulta Beauty World 2027 is happening, but the location has not yet been disclosed. However, you can expect it to be another epic event. In fact, the hype for the second Ulta Beauty World was so popular that the event sold out on Ticketmaster within minutes. According to Ulta in an Instagram post and comment reply, 3 million people joined the queue with only 3,000 tickets available.
What brands and activations were at Ulta Beauty World?
The expo center floor was filled with over 200 brands, from viral skincare to K-Beauty to newer brands, too. Attendees had the chance to try their favorite products firsthand by industry experts, as well as take a few goodies home. A few of my favorite activities included: hair styling from Shark and Moroccan Oil, makeup touch-ups by Rare Beauty, IT Cosmetics, Anastasia Beverly Hills and Nars, and a skin analysis and hand massage from Elemis. The Ulta Beauty Collection was offering free ear piercings, too.
Ulta Beauty World Expo MapCourtesy of Ulta Beauty
But that’s not all, there were even special guest appearances that thrilled beauty fans. Khloe Kardashian, who’s a brand ambassador for It’s a 10 Haircare, gave a surprise meet-and-greet for fans who were lucky enough to make the line. And Jonathan van Ness was greeting fans and offering styling at JVN. If you wanted to experience every booth, you’d have to plan to spend the entire nine hours there.
Khloe Kardashian stops by It’s a 10 Haircare.Courtesy of Shannon GarlinWhat’s in the $2,000-value Ulta Beauty World swag bag?
The question is what’s not in it. While press didn’t get to take home the famous swag bag, a very nice attendee (shout out to Andrea!) let Shop TODAY take a peek inside, and it did not disappoint. Not only did everyone “shop” the booths, but they also rolled away with a Beis carry-on filled with full-size bottles from brands like Redkin, Bio-oil, Elemis, Chi, Bondi Sands, Gucci Flora Perfume, Clinique makeup … and too many more to name.
Didn’t snag a ticket to Ulta Beauty World 2026? We know this isn’t the $2,000-value swag bag, but Ulta is having a Spring Beauty Haul sale where you can save up to 40% off on Drunk Elephant, Tarte and more.
This modern hand sanitizer is offered in multiple scents and features vegan ingredients.
Scents: 15 | Key ingredient: Aloe vera
What we love most about this hanitizer is that it contains aloe vera to keep your hands moisturized.
Can be used on all different hair types and color-treated hair.
Size: 3.81 fluid ounces | Scent: Rose, lily and bergamot
Don’t feel like washing your hair? This dry shampoo instantly refreshes hair, lifts from the root and eliminates odor.
This product defines and holds curls while keeping hair frizz free and healthy.
Award: Best overall curl cream | Score: 5/5 | Key ingredients: Aloe, coconut oil and shea | Hair Type: All textured hair
“After air drying for around an hour, my hair was noticeably shinier and ultra-curly — I felt like a new woman,” wrote editorial assistant Annie Shigo in a review article. “I stared at this new person in the mirror for about five minutes and then paraded around my apartment, where I was met with many compliments on my curls, even getting a ‘Whoa, what did you do!?’”
Smooth skin and maintain your moisture barrier.
Size: 0.5 oz. or 1.69 oz. | Key Ingredients: African oil blend, ceramides, phytosphingosine
According to the brand, this intensive moisturizer replenishes the skin’s barrier “immediately.” The brand offers a smaller option for under $20, which is great if you want to test it out before you commit to the full-size bottle.
Formulated with a high concentration of hydrating ingredients, while shielding the skin with optimal UVA/UVB protection.
Size: 3.38 oz | Key ingredients: Niacinamide, ceramide-3, thermal spring water and glycerin | SPF: 30
While you should always be wearing sunscreen, this moisturizer contains SPF 30 as well as niacinamides so you can hydrate and protect your skin.
Popular
This liquid blush has a weightless, highly-pigmented formula that lasts on cheeks up to 12 hours.
Shades: 16
This viral liquid blush is on a rare deal right now! You can choose from 16 hues ranging from pinks to peach to deep plums. While the packaging looks small, a little goes a really long way.
The viral Almost lipstick in Black Honey is editor-loved and the winner of the Shop TODAY Beauty Awards for Best Cream Lipstick. The buildable, sheer shade complements every skin tone, providing a hydrating and glossy finish.
Size: 0.07 oz. | Key ingredient(s): Castor Seed Oil | Finish: Finish: Semi-glossy
The viral Clinqiue Black Honey lipstick gets the stamp of approval from multiple Shop TODAY editors. The beauty award winner has a buildable color that’s moisturizing and complements every skin tone.
Hide blemishes and dark circles.
Key Ingredients: Mango butter, Shea butter, Licorice root | Size: 0.33 fl oz
Another Shop TODAY icon worth grabbing while it’s on sale? This award-winning concealer from Tarte. Our editors love it for its coverage and moisturizing ingredients.
This 4-in-1 serum-based balm is infused with hydrating ingredients and offers a smooth, even complexion.
Shades: 15 | Key ingredients: Hyaluronic acid, collagen peptide, vitamin E
IT Cosmetics’ newest launch quickly became an editor favorite and featured on our latest Shop TODAY Hot List. The formula combines skin care and makeup with its moisturizing ingredients and buildable coverage.
This set includes travel-friendly sizes of Tatcha’s bestsellers.
What’s included?: The Dewyy Skin Cream, The Rice Wash, The Water Cream, The Kissu Lip Mask
Now’s your chance to grab Tatcha’s bestsellers at an affordable cost. Within this value set, you’ll get everything you need for your most hydrated skin.
The Shop TODAY editors and writers search the internet to find the best products and sales out there. We use our own personal experiences with beauty products and top brands to make shopping easier for our readers. For this story, Shop TODAY commerce editor Shannon Garlin attended Ulta Beauty World in Orlando as press, where she got an in-person look at each booth, participated in activations and tried products firsthand.
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