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April 03, 2025 - BY Glossy

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

Ulta Beauty chief retail officer Amiee Bayer-Thomas gives Glossy an insider’s look into its growing brick-and-mortar events program, including this month’s first Ulta Beauty World consumer event and an additional 20,000 in-store events planned for the year.