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Ulta Looks to Rekindle the Magic With Cowboys, Squishmallows and Prada

At the retailer’s first ever experiential beauty event held deep in the heart of Texas, Ulta Beauty wrangled 1,500 consumers and nearly 200 brands as it wrestles with an industry-wide slowdown.
The lobby area of Ulta Beauty World in San Antonio, Texas on Apr. 26, 2025.
The lobby area of Ulta Beauty World in San Antonio, Texas on Apr. 26, 2025. (ISP Creative/Ulta Beauty)

SAN ANTONIO, TEXAS —

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About the author
Liz Flora
Liz Flora

Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.

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