Three Million People Tried To Get Into Ulta Beauty World. Here’s Why It Matters Beyond The Swag Bags

Essence Magazine:

By Kimberly Wilson ·Updated April 20, 2026 Getting your Trinity Audio player ready…

Beauty has always been serious business. 

What’s newer is how one event can move an entire city’s economy. Ulta Beauty World, now in its second year, brought over 5,000 people to Orlando this month, and the city felt every bit of it. Among those who showed up were Tina Knowles, who led a masterclass for Cécred, and Sir John,

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