In announcing Ulta Beauty's latest quarterly earnings, CEO Dave Kimbell said, "[W]e expanded our loyalty program to a record 42.2 million members." Now comes news that the company has renamed its Ultamate Rewards program to Ulta Beauty Rewards.
The change includes new facets such as cross-category birthday offerings, as well as heightened visibility online, in-store and elsewhere. Ulta is also offering education for customers regarding strategies for redeeming and earning their points.
The revamped rewards system comes amid a slew of new brand introductions, including OleHenriksen, Charlotte Tilbury and, now, AF94, from musician Halsey, who also founded About-Face.
Unlike Halsey’s higher-priced About-Face makeup line, all of the AF94 products were introduced at Walmart in 2022 and priced at $10 and under.
The low-cost color brand could be a strong fit at Ulta, which has historically had success with similarly low-priced e.l.f. Beauty.
AF94 landed online at Ulta on December 24, 2023, and will expand in-store January 14, 2024.