Uita (2026)

In early 2026, the brand generated significant buzz with its event in Orlando, which influencers described as "insane" for its scale and exclusive hauls. This marked a shift in how the retailer uses experiential events to compete with Sephora's "SEPHORiA".

If you are looking for product-focused "pieces," employees and beauty influencers often highlight specific innovative brands that are exclusive to Ulta: In early 2026, the brand generated significant buzz

: Brands like About-Face (by Halsey) and Half Magic (from the Euphoria makeup artist) are praised for their unique formulas like holographic eye paints and "wearable" purples. In early 2026