Ulta to Debut Revamped Loyalty Program in the New Year

Ulta Beauty will kick of 2024 with a revamped loyalty program.

Ulta Beauty will kick off 2024 with a fresh look for its loyalty program a decade after its debut in 2014. Beginning Jan. 1, 2024, the Ultamate Rewards loyalty program will become Ulta Beauty Rewards, and along with the new name will come enhanced benefits for the program’s 42.2 million members that are designed to “foster deeper connections with current members and attract new loyalists.”

Existing program benefits — including complimentary membership, points on every purchase, Platinum and Diamond perks, accelerated earnings with the Ulta Beauty Rewards Credit Card and the ability to redeem points on all beauty products and salon services — will continue alongside additional benefits that include:

  • A revamped birthday gift experience: Previously, members were allowed to redeem one predetermined product during their birthday month, but under the new Ulta Beauty Rewards program members will be able to select a gift across a portfolio of brands spanning all categories to better meet their individual preferences, interests and values; and
  • A bold new identity integrated with educational touch points: In addition to the new name, look and feel, Ulta Beauty will bolster awareness of the program in stores, online, on social media and across its other owned channels with educational tips to help members accelerate their point earning and redemption across the retailer’s robust slate of products and services.

“In a time where some loyalty programs are giving less, Ulta Beauty Rewards is proud to give the same amazing benefits our members love, in addition to an even better birthday experience,” said Kelly Mahoney, SVP of Customer and Growth Marketing at Ulta Beauty in a statement. “For years, we’ve been building our best-in-class program to reflect the ever-evolving needs of beauty enthusiasts, and we strive every day to win the hearts and minds of the beauty community by rewarding them with more of what they love. The enhancements we’ve made to Ulta Beauty Rewards go beyond a new name; they reflect the wants of our most loyal guests, and importantly, showcase just how much we appreciate them.”

In addition to revamping its loyalty experience, Ulta also has been making strides to enhance its store experience with the recent debuts of new tech enabling in-store sampling and faster false eyelash application.