Ulta Beauty’s 80,000+ Store Events Strategy and Why Experiences Are Driving Omnichannel Loyalty | NRF 2026

Hello, everyone.

Welcome back.

It's still day two of the NRF big show.

This is Amitak Retail.

I'm Anne Mazinga.

And I'm Chris Walton.

And we're coming to you once again from the Vuzion Booth, number 4921.

We'll be here the rest of the afternoon, so make sure to stop by, say hello, and then we'll be back tomorrow to keep bringing you loads of interviews with the retailers that are here at NRF and finding out all about what they care about, what they're prioritizing for, for the year ahead.

And we're going to continue these conversations next with Amy Bayer Thomas.

She is the Ulta Beauty Chief Retail Officer.

Amy, welcome for your first time to omnitalk.

Thank you.

Oh my goodness.

Thank you.

Thank you so much for having me.

This is amazing.

Yeah, no, we were joking before we started.

Like Chief Retail Officer, that's a new title for me.

Been in the business almost 30 years.

So tell us all that it entails.

What do you oversee?

Oh, my goodness.

Well, Chris, I've been in the business also over 30 years.

I've been doing this a long time.

But at Ulta Beauty, as chief Retail Officer, I oversee all of our 1500 stores across the nation.

60,000 plus associates.

Okay.

Inclusive of our corporate and services operations teams, our real estate growth and development teams, store design and visual merchandising, loss prevention, business continuity, brand education for our retail and our services space eventing and experiences, and then the omnichannel experience for our guests across the enterprise.

Got it.

Just that, huh?

Yes.

Yeah, I didn't hear the kitchen sink in there.

I know I need like a two sided business card, but you know, we just go with CRO.

CRO, that works too.

Oh my gosh.

Well, you mentioned Omnichannel.

Omnichannel expectations are obviously changing, especially in the beauty category.

How do you feel like the physical stores are going from, you know, just the place where you go pick up your product to more experience driven, Especially as you think about your consumers maybe starting online and then coming in store to really touch, feel and get their real product experience?

Well, I will say that at Ulta Beauty, stores are queen.

They are absolutely central to the omnichannel strategy.

And so when we think about it, we design our stores with the guest experience in mind.

When you think about 1500 stores, 60,000 associates bringing to life, you know, within our stores experience, that's how beauty really happens.

And it happens at Ulta Beauty in a highly experiential way, an immersive way, and in a way that the guests can really discover and play.

And so while technology is key and omnichannel is critical, we see technology really more so as an enabler to both kind of elevate and take that guest experience to the next level.

As they almost deepen their engagement with us through the app and through online.

And then when they come into the store, but also when they come into the store, we've designed these really amazing immersive experiences.

Yeah, tell us about something.

Yeah.

Inclusive, like salons.

I mean, we have services in our stores.

We do hair, brow makeup, ear piercings in our store, which you can't do online.

Right.

Those are the things you cannot do online.

We do eventing in our stores, which has, you know, been a really incredible and powerful thing for us as well.

So it's really about high touch connection.

And at the same time, we're meeting the guests where they're at, whether they're shopping in the app, whether they're shopping online or in our stores, we are really making that a seamless experience for them.

So it feels very authentic.

And how has that changed some of the tools that your beauty associates are using?

Like, when you think about the tech, you said it's more of an enabler.

What are some of the things that they're finding they enjoy most about having that technology at their fingertips?

Yeah, I think, you know, technology both for the guests.

So we've had quite a few, like, app enhancements.

So when I think about the guest experience and really what they're experiencing both online and in our app, it's really quite remarkable, the work that the digital team has done this last year and really made that experience fun, and also about discovery as well as kind of that's where the guest goes to kind of, you know, at times they purchase, but other times it's like that's where I go to kind of do my research, check things out a little bit, see where the product's at, because you can check to see if that's in store and then come into the store, whether it's to buy, you know, having bought it online and pick it up in store or come in store to do that and more.

And so it's really about enabling and arming the guests with things at their fingertips to really elevate their experience.

But then in store, with our associates, it's also enabling them through technology to be able to assess inventory needs, replenish the stores.

When we think about processes, technology becomes really important, along with some of our technology around Glamlab, et cetera, for guest engagement.

Yeah, yeah.

Imagine heading up stores.

You gotta be in lockstep with your product teams for those associates to make sure that you're giving them the tools that they need.

Absolutely.

Thousand percent.

So one of the things that in researching for this interview that I saw that Ulta Beauty is definitely putting a foot forward in is the idea of events.

And when I see events, you know, from our background too, events are tricky because they're hard to scale.

So what has been the reception of those, first of all from your customer and then how are you approaching them so that you don't run into some of the issues that typically plague retailers when they try to do a lot of events?

Yeah, you know, events has become a really powerful way that we are engaging with our guests and we're there, coming in and we're actually able to bring brands and beauty to life and even kind of further deepen, I would say, connection.

It's a place where they come to play, discover, learn in partnership with our brands.

Our brands are very present.

We work really closely with our brands and a big shout out to our brands for all of their support, but we work really closely with Thousand percent.

I mean, it's, it's about engaging with the brand.

So we have multiple types of events.

I guess you would say it's not a one size fits all and it's not cookie cutter.

And I think that's what's making it really different for us.

We had planned to do 70,000 events in 2025, and through Q3, we had already executed against 86,000 events.

And the guest response to these events has been just remarkable.

We launched a new event platform so you can go out and you can see where your local events are happening at your Ulta Beauty stores.

And you can actually sign up an RSVP to attend the event, which is really great.

Our teams, our brands and our guests to really kind of come together to know what's happening during these events.

And if I may, I'll just share one other example, birthday parties.

So we launched birthday parties this last fall.

And I don't know about you guys, but when I was growing up, McDonald's was like the place.

If you could score a birthday party at McDonald's, oh, that was like golden.

And so that's how we want, you know, the next generation and as we think about crossing over generations to really view Ulta Beauty as a place to come to celebrate all of those moments in life and really be beauty destination for A lifetime.

So Amy, you mentioned birthday parties.

Like, I'm curious of those 80,000 events, like, where do they begin and end?

Like, what's the range?

Like, where does it, like what's an example?

And then what does it go to?

That's like the most cool type of events that you guys are doing.

Yeah.

I think on the smaller scale, our stores do store generated events.

So there may be a new product launch or there may be one of our iconic brands where we're, we're organically having events that we do put into the portal, but that the guests can come in and really engage with our associates, maybe learn about application, maybe learn about the product and have some fun.

And what we're seeing is people are coming in in pairs.

Most people aren't coming in by themselves.

They're coming in with maybe their mom or their daughter.

They're coming with friends.

And so it's really, it's a way to kind of interact and engage and go have a fun day out together.

Now that's on probably more of the smaller scale.

What I would say we do a lot of is partnering with our brands and that's when our brands come in with brand support through their field teams.

And that's where we have that next kind of step up in eventing where there might be gift with purchases.

And we're really kind of getting from the experts, you know, tips and tricks around the efficacy of a product, application of the makeup.

And then all the way to bright would be those celebrity events that we do, which we've had several, like red carpet style events with celebrities like Paris Hilton and, you know, many others, you know, Beyonce with the launch of Sacred, where we have events that, you know, introduce kind of that celebrity component are a little more iconic.

And then the upper, upper echelon is our Ulta Beauty World, which we did our first consumer event last year is.

This like Ulta Beauty, your.

Your like employee thing, but for customers it is.

So we have had our field leadership conference for over a decade.

Yes, yes.

And you.

It sounds like, you know, it sounds like, you know, going on there.

Yes.

Our.

Okay, we'll get you.

Okay.

Our brands are just incredibly supportive of really getting their product and really educating our general managers.

What that conference is all about.

It's about leadership development and it's about strategy and setting the tone for the year and it's about engagement and learning from our brands.

Our Ulta Beauty World last year was our first ever, ever.

It was our inaugural Ulta Beauty World and we tagged that on to our field leadership conference so that our brands could stay present and be there.

And I will tell you, the response was just overwhelmingly positive.

We have seen so much engagement on social media and out there with the guests that are really excited.

Tickets go on sale here in just a short week and, and I think, you know, we're going to have a lot of people looking for that ticket.

It's really interesting how you're looking at that almost as an additional revenue stream for future potentially too.

Like you go and get the product but now you have these events that are helping, you know, bring in new customers at birthday parties, but then also the Ulta beauty world being like going to a play.

But you are going to see this exhibition of makeup and beauty products.

Yes.

It truly is like nothing you've ever seen.

Right.

Last year we had almost 200 brands participate and we had 1500 attendees last year and it was, it was remarkable.

And you're right, it's a place where you get to, you get to discover and I think that in a, in a place that's fun and interactive with these amazing activations and you know, again, people come in pairs and groups.

Yes.

Right.

Amy, I'm curious too, like for the retailers in the audience watching or listening at home, they're trying to learn from the executive interviews we're conducting here at nrf.

I'm curious too, on those smaller scale events, how do you balance, like, do the stores have the autonomy to initiate those on their own?

Like, how do you balance that in terms of like, you know, because a lot of retailers we've seen will take different approaches to that.

How do you all think about that?

We actually have a team, we have an event team that's a central hub.

So we use that team and that team really kind of manages, if you will, and coordinates and visits.

Yep.

Facilitates all of the events.

Because what you want to do and I think where you can go wrong is you can, it can become noise and it's like repetitive and it's noisy and it seems like a sell tactic.

Right.

Versus really what it's meant to be is very experiential, a place to connect, learn, like I said, discover, try new things.

And it's a really great way for us to really deepen that loyalty of the guest through that interaction with our amazing associates and of course with our brands who support us.

We gotta make sure it's done right.

Yep, absolutely.

Well, Amy, you shared some really unbelievable things that you've accomplished in just the last year.

Over 80,000 events and new types of events that you're creating.

If you had to pick just one, what, what moment might there be from the last year that you feel like really let Ulta shine and share and really give their customers the best of the best?

That's a really hard.

It's like picking your favorite child.

Because we've had so many incredible moments throughout this last year, as I'm sure you've been following our first three quarters.

And so I, what I will say is this.

I want to recognize our 60,000 frontline associates in our stores and our distribution centers who frankly have brought the magic all year long and who deliver every single day in service of our guests and each other.

And they continue to just amaze me.

And I'm amazed by them.

Every store I go into their passion, their commitment.

It's really priceless.

And so I'm going to say the thing I'm most proud of is our frontline associates.

So we'll get you out here on this.

What brought you to nrf?

Have you been here before?

I'm sure you have, right?

Yes, I have.

But here's what I'll say.

What I love about NRF is that retail is such a dynamic and exciting industry.

And as you can tell, I absolutely love it.

Right.

You don't spend 30 plus years, as you guys know, in this retail industry if you don't.

Love is not for the faint of heart, but it is fast paced and constantly moving.

And you know, we are going a thousand miles an hour.

And so NRF really gives us an opportunity to kind of pause, connect, you know, build relationships, network, learn from other retailers, what they're doing, what's working, maybe what's not.

Because you learn as much about that sometimes, you know, from that as anything else.

Right.

But you know, I'm really excited.

Our CEO is speaking this afternoon.

Keisha Steelman.

I'm really looking forward to seeing her on stage.

We have quite a few people from Ulta Beauty speaking as well.

But I'm excited to learn and I'm excited to continue to see what's going out there in the, on out there in the retail space and, and make some connections.

Yeah.

And how do you approach a show like this?

Do you like, take a lot of meeting, like we've heard all kinds of different approaches.

Like some people come in really planful, take a lot of meetings, other people will be like, no, I'll just kind of leave my schedule open, kind of see where the, where the waves take me.

How do you do it?

That's, it's a balance it's a balance because I've tried it both ways.

Right.

And both ways, you know, you're missing out if you, if you go one or the other.

So I think it's being really kind of thoughtful.

I mean, I got the schedule out, I started looking, you know, and you start just kind of balancing out your time to make sure that you can connect with those partners that are really important to your business and that you want to continue to, to work with as you grow the business.

But also you want to, you want to see what else is out there and, you know, build some new relationships and make new connections.

Right.

Excellent.

Well, thank you so much, Amy Bayer.

Thomas, thank you for taking the time to be with us today.

Stay tuned.

We have a couple more interviews coming your way.

Stop by Fusion at 4921.

We'll be here for the rest of the day.

Thank you to them for helping us bring you all of our coverage.

And until next time, be careful out there.