"Ulta opened ticket sales on January 21 for the April 16 event at Orlando's Orange County Convention Center, following weeks of heavy promotion across social media, email marketing, and influencer partnerships. Ticket prices were set at $160 for the expo and $199 for a combined expo and masterclass package scheduled for April 15. The 2026 edition of Ulta Beauty World is marketed as an expanded experience, featuring more than 200 brand vendors, swag bags valued at over $2,000, and a new masterclass component."
"Within hours of selling out, sentiment across Reddit, TikTok, Instagram, and Facebook turned negative. Consumers compared the experience to Ticketmaster's Taylor Swift presale controversy, and, in some cases, threatened to boycott the brand. What began as online venting quickly escalated. As of January 27, at least five Change.org petitions, gathering more than 1,600 signatures, accused Ulta of "bait-and-switch advertising" and called for accountability under Federal Trade Commission guidelines."
Ulta Beauty World ticket sales opened January 21 for the April 16 event at Orlando's Orange County Convention Center after heavy social, email, and influencer promotion. The event sold out in 71 minutes while the retailer reported roughly 3 million consumers entered a virtual queue for about 3,000 tickets. Ticket prices were $160 for the expo and $199 for an expo-plus-masterclass package. The 2026 edition will feature more than 200 brand vendors, swag bags valued over $2,000, and a new masterclass. Social media backlash and at least five Change.org petitions accused Ulta of bait-and-switch advertising and called for FTC accountability.
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