Video: Why these beauty leaders came to Ulta Beauty World

Last month’s Ulta Beauty World saw 3,000 attendees flood the pink-and-orange-tinted beauty lover’s paradise the retailer created at the Orange County Convention Center in Orlando, Florida.

The event featured booths from over 200 of Ulta Beauty’s brands, a collection that included longtime partners and brands owned by giants like L’Oréal, Estée Lauder, and Puig, and a slate of new and Ulta Beauty-exclusive ones. 

Four of the companies at the show were among many that have gained shelf space through Ulta Beauty’s Sparked program for emerging brands. They include skincare brand Personal Day and fine fragrance brand Noyz, both of which made their brick-and-mortar retail debuts through partnerships with Ulta Beauty over the last two years, and have driven strong sales and guest engagement at the retailer, the company said on its Q4 earnings call. Makeup brand Sacheu, known for its viral Lip Liner Stay-N, and Euphoria-inspired Half Magic, were also present at the show, previewing new products set to launch exclusively at Ulta Beauty in the coming weeks.

During the event, Retail Brew asked Personal Day founder Lili Reinhart, Euphoria makeup designer and Half Magic founder Donni Davy, Sacheau Beauty co-founder Sarah Cheung, and Noyz CEO Malena Higuera about their partnerships with Ulta Beauty and the main draw of Ulta Beauty World.