Was it you? Only 3,000 tickets were available for the Ulta Beauty World convention − and 3 million people tried to get tickets for next month’s highly anticipated event.
The nation’s largest specialty beauty retailer, which held its 2025 inaugural event in San Antonio, Texas, is hosting this year’s convention at the Orange County Convention Center in Orlando, Florida, on April 16, 2026.
Tickets went on sale Jan. 22 for just over $160 per ticket and sold out within minutes, according to reports. Ulta Beauty customers and beauty lovers took to social media to air out their frustration and disappointment. Ulta officials released a statement regarding the situation.
“Despite doubling the number of tickets available compared to last year, Ulta Beauty World tickets sold out almost immediately due to demand that far exceeded our expectations – more than 3 million people joined the queue for tickets,” an Ulta representative said in an email to the USA TODAY Network. “We’re truly grateful for the excitement our community continues to show around this event. We know not everyone was able to secure a ticket, but we’re already looking ahead to how we can expand access for next year.”
As of March 19, Ulta has not released any additional tickets for Ulta Beauty World 2026 and has no plans to do so.
In a statement after the tickets sold out, Ulta said it would host giveaways for event tickets. In February, the company announced it was giving away 50 pairs of tickets.
As of March, the giveaway is closed, and all the winners have been notified.
Ulta Beauty World will be held at the Orange County Convention Center in Orlando, Florida, on April 16, 2026.
The Orange County Convention Center has three buildings on International Drive and Universal Boulevard:
Before you head into the convention, you will need to pay for parking, which costs $20 at the Orange County Convention Center. You may leave items in your car and return to the convention throughout the day.
You’ll find your ticket located in your email. A government-issued ID will be required for access and must match the first and last name on the ticket confirmation.
On its website, it states that the only rolling bag permitted on the expo floor is our Ulta Beauty roller bag, which will be available for sale at registration for $50. All other bags are acceptable, provided they do not have wheels.
Before you head out, you should receive a swag bag valued at more than $2,000.
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.