Ulta Beauty World Launches 2025 April Show in San Antonio

Ulta Beauty is redefining fan engagement with its debut Ulta Beauty World, a one-day-only event on April 26, 2025, at San Antonio’s Henry B González Convention Center. Designed as a playground for beauty enthusiasts, this immersive experience blends exclusive access to top brands, live tutorials, and over $1,000 in swag—all while celebrating the unifying power of beauty.

Why This Event Is a Must-Attend

From 8 a.m. to 4 p.m. CT, attendees will dive into:

• 195+ Brand Booths: Meet founders, sample new products, and snag exclusives from icons like Fenty Beauty and Olaplex.

• Live Demos & Tutorials: Learn from the Ulta Beauty Pro Team, including hair transformations and makeup masterclasses.

• Interactive Customization: Design beaded bracelets, personalize cowboy hats, or craft a one-of-a-kind tote at the Signature Studio.

• Party Vibes: A live DJ, themed drinks from heywell, and sweet treats keep the energy high.

Every guest takes home a Béis Weekender Bag stuffed with $1,000+ in beauty essentials, from skincare to hair care.

Beauty as a Catalyst for Connection

Kelly Mahoney, Ulta’s Chief Marketing Officer, shared:

““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. We’re thrilled to welcome beauty lovers of all generations and celebrate the very best of beauty in a truly unforgettable way.””

Her vision aligns with Ulta’s strategy to deepen community ties and expand experiential retail beyond its 1,400+ stores.

Tickets & Logistics

• Price: $160 (limited capacity).

• Location: Henry B. González Convention Center, San Antonio, TX.

• Timing: Doors open at 8 a.m. CT; programming runs until 4 p.m.

Secure your tickets here: https://www.ulta.com/discover/ultabeautyworld

Already sold out? Explore Ulta’s in-store events for local beauty experiences.

Ulta Beauty World marks a bold leap into experiential retail. For updates, follow @ultabeauty on social media.