We’re recapping everything you need to know from Ulta Beauty World —the brands, the booths, the chaos, and the criticisms. From hosting the masterclasses to hitting the expo floor with 3,000 beauty lovers (and a lot of product), we’re breaking down what this event actually looks like behind the scenes—and why it’s become one of the biggest moments in beauty retail. We get into the standout booths, the brands we discovered and loved, and the logistics people don’t realize—like what it really costs to show up as a brand. Plus, we address the biggest critiques of the event (influencers, tickets, accessibility) and give context on how it all actually works.