The biggest beauty event of the year has come and gone.
Ulta hosted its second-ever Ulta Beauty World makeup and beauty products convention at the Orange County Convention Center in Orlando, Florida, on April 16, 2026. The one-day expo had more than 200 brand booths and exclusive swag bags worth $2,000.
How hot was Ulta Beauty World? So popular that tickets, which went on sale Jan. 21, 2026, for just over $160 each, sold out within minutes, according to reports. Not long after that, Ulta Beauty customers and beauty lovers took to social media to air out their frustration and disappointment, as officials promised to expand access for the 2027 Ulta Beauty World event.
The USA TODAY Network’s Samantha Neely was on scene at Ulta Beauty World in Orlando, Florida. Take a look at her photos and coverage.
See video inside Ulta Beauty World 2026 in Orlando, Florida
See photos inside Ulta Beauty World 2026 in Orlando, Florida
Where is Ulta Beauty World 2027?
As of April 17, Ulta has not released the location or date of its next convention.
However, some bloggers, including popular beauty Instagram account TRENDMOOD, have posted rumors that next year’s convention will be in Anaheim, California.
Samantha Neely is a trending reporter for the USA TODAY NETWORK-Florida, covering pop culture, theme parks, breaking news and more. You can get all of Florida’s best content directly in your inbox each weekday by signing up for the free newsletter, Florida TODAY, at https://floridatoday.com/newsletters.
This article originally appeared on Florida Today: Ulta Beauty World convention in Florida. See photos, videos inside
Reporting by Samantha Neely, Jennifer Sangalang and Ashley Ferrer, USA TODAY NETWORK – Florida / Florida Today
USA TODAY Network via Reuters Connect
