Ulta Strategies

Ulta Strategies: How Ulta is leveraging its longtime salon business to boost sales through brand partnerships

By Lexy Lebsack

Jul 7, 2025

Ulta Beauty shoppers who have their hair or brows done within the retailer’s 1,400 in-store salons visit the store twice as often as those who only come in to shop. Now, after successful service partnerships with Cécred, Olaplex and Benefit, Megan Murray, Ulta Beauty’s vp of events and in-store experience, has big plans to build out more brand-centered activations with salon-focused marketing, including dedicated events.