Ulta Beauty World 2026 Recap: The Behind-the-Scenes Truth
4/22/202643 min
We’re recapping everything you need to know from Ulta Beauty World—the brands, the booths, the chaos, and the criticisms. From hosting the masterclasses to hitting the expo floor with 3,000 beauty lovers (and a lot of product), we’re breaking down what this event actually looks like behind the scenes—and why it’s become one of the biggest moments in beauty retail.
We get into the standout booths, the brands we discovered and loved, and the logistics people don’t realize—like what it really costs to show up as a brand. Plus, we address the biggest critiques of the event (influencers, tickets, accessibility) and give context on how it all actually works.
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Clips
Transcript preview
First 90 secondsKirbie Johnson· Host0:00
[upbeat music] Welcome to Get Real, the show for the reality TV obsessed and stans of the Hulu-verse. Find it wherever you get your podcasts and stream new episodes Thursdays on Hulu and Hulu on Disney+.
Sara Tan· Host0:13
[upbeat music] G-L-A-M, Los Angeles. Hi, Kirbie. Hi, Sarah. Welcome to Los Angeles.
Kirbie Johnson· Host0:28
[upbeat music] We are back, and this is the Ulta Beauty World breakdown that you have been waiting for. This was an incredible experience. I don't think Sarah or myself knew what to expect really going into it.
Sara Tan· Host0:45
Yeah.
Kirbie Johnson· Host0:45
This was bigger than Beautycon. This was bigger than Sephoria.
Sara Tan· Host0:49
Yeah. I've never been to anything like this. It w- honestly blew my expectations out of the water.
Kirbie Johnson· Host0:55
And we're not just saying that because we were the hired hosts. [laughs] But we did have a good time.
Sara Tan· Host1:01
Yeah.
Kirbie Johnson· Host1:02
We had a really good time.
Sara Tan· Host1:02
Like, if we are not invited back next year in a working capacity, I am logging on to buy tickets for myself.
Kirbie Johnson· Host1:09
Yes. It was absolutely crazy. So our role at Ulta Beauty World, we were the hosts, like I said. That meant that we oversaw the master classes, which took place the day before the actual expo, and then we worked with the Ulta Beauty team at the expo to go to a variety of booths and capture social content, and then also