Ulta Beauty Takes Loyalty to New Heights with Program Enhancements

Analysis Beauty
The award-winning Ultamate Rewards program gets an exciting refresh with new perks to engage and reward loyal beauty lovers.
As a beauty lover, nothing feels better than being rewarded for your passion. Ulta Beauty understands this, which is why they continue evolving their legendary loyalty program Ultamate Rewards to bring even more joy to their devoted members.
This year, Ultamate Rewards is getting a refreshing new name – it’s now called Ulta Beauty Rewards. To me, the new name feels more modern and emphasises their commitment to beautifully rewarding their loyal shoppers.
But the upgrades don’t stop there. One of my favorite new perks is the flexibile birthday gift. Instead of a one-size-fits-all pick, Ulta Beauty Rewards members can now choose their perfect birthday present from a selection of brands. As someone who loves celebrating with a new product, I can’t wait to pick out just what I’ve been wanting come my special day.
Another perk sure to excite members is increased education about the program. Ulta Beauty is boosting awareness of delightful ways to earn and redeem points through more visible signage in stores, targeted social media, and more program highlights online. This will definitely help members like me maximize the amazing rewards we get for our purchases.
And loyalty clearly works for Ulta Beauty too, as their member base has grown a massive 27% since 2018 to now include over 42 million active Rewards lovers. It’s no wonder – between free birthday gifts, point multipliers with their credit card, and tons of deals, it’s simply irresistible to dedicated beauty fans like me.
By listening closely to customer wants, Ulta Beauty continues cementing themselves as the best-in-class for loyalty programs. I’m excited to enjoy all the new Rewards perks and keep fueling my passion thanks to Ulta’s ongoing commitment to generous gratitude. Here’s to many more years of being beautifully rewarded!