Ulta has been in the news lately mostly for two big things: a major beauty convention that just sold out for 2026, and a business move to end its in‑store partnership with Target in 2026.

Quick Scoop

  • Ulta Beauty World 2026, the company’s big expo and convention for beauty fans and industry pros, sold out in a little over an hour after tickets went on sale in January 2026.
  • The event is scheduled for April 16, 2026, at the Orange County Convention Center in Orlando, Florida, and is being promoted as an immersive beauty experience with product showcases, demos, and workshops.
  • Separately, Ulta and Target jointly announced that they will not renew the “Ulta Beauty at Target” shop‑in‑shop deal when the current agreement ends in August 2026, meaning those Ulta shop spaces inside Target stores will be phased out after that point.

What did Ulta do, exactly?

1. Ended the Target shop‑in‑shop deal (after 2026)

  • Ulta and Target “mutually agreed” not to renew their partnership once the existing contract runs out in August 2026, so the mini‑Ulta sections in Target stores and the linked rewards setup will continue only until then.
  • Both companies framed the change as a strategic move: Ulta says it is focusing on its own next growth chapter (including a new online marketplace), while Target says it will keep offering its own curated beauty experience without Ulta.

2. Turned Ulta Beauty World into a hot ticket

  • Ulta Beauty World 2026 tickets were priced around $160 and sold out within roughly 70 minutes of going on sale in January 2026, showing strong demand from beauty fans.
  • The convention is marketed as a large‑scale event for makeup and skincare lovers with multiple halls of brand booths, live demonstrations, and expert‑led sessions at the Orlando convention center.

Forum / trending context

  • Beauty and finance commentary has picked up on Ulta’s 2026 “story,” pointing to new brand launches (like Rare Beauty expansions) and big events such as Ulta Beauty World as part of why investors are more optimistic about the company’s near‑term outlook.
  • Online discussions also talk about how the end of the Target partnership might shift where people shop for prestige beauty: some see it as Ulta doubling down on its own stores and digital marketplace, while others wonder if Target will lean harder into its own in‑house and alternative beauty brands.

TL;DR: When people ask “what did Ulta do” right now, they’re usually referring to Ulta ending its Target shop‑in‑shop deal after August 2026 and Ulta Beauty World 2026 selling out quickly as the brand leans into its own big‑ticket events and growth plans.

Information gathered from public forums or data available on the internet and portrayed here.