Feb 27, 2025 - Things to Do

Ulta launching "makeup playground" in San Antonio

Madalyn Mendoza

A line of orange shopping bags sit on a counter behind a window. — Ulta will bring nearly 200 beauty partners to San Antonio soon. Photo: Yuki Iwamura/Bloomberg via Getty Images

San Antonio will be at the center of the makeup world on April 26 when Ulta launches its Beauty World at the Henry B. González Convention Center.

Why it matters: The popular retailer could've picked anywhere in the U.S. to debut the concept — a one-day "Coachella for makeup lovers" — but decided to put the Alamo City on the makeup map.

The latest: Ulta announced the news on Thursday with plenty of social media fanfare.

Multiple fans asked for the next event to be hosted in New York City.
Others rejoiced for the "Texas girlies."

How it works: A $160 registration fee unlocks access to the event, which features nearly 200 brand partner booths, hair and makeup tutorials, a live DJ, food and swag bag valued at over $1,000.

Makeup mavens can register online.

What they're saying: "With Ulta Beauty World, we're inviting beauty enthusiasts to step into our world like never before — offering an immersive playground for beauty discovery that brings to life the possibilities that lie within each of us," Kelly Mahoney, chief marketing officer at Ulta Beauty, said in a statement.

"We're thrilled to welcome beauty lovers of all generations and celebrate the very best of beauty in a truly unforgettable way."

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Ulta launching "makeup playground" in San Antonio

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