Key Takeaways:
Ulta Beauty is taking back-to-school beauty essentials on the road this September with its first-ever College Glow Up Tour. Partnering with Her Campus Media to deliver on-campus activations and giveaways, the retailer is stopping at six colleges across America to give students a hands-on experience with beauty. The tour is part of Ulta Beauty’s strategy to connect with Gen Z consumers.
With a custom orange-pink Ulta Beauty truck handing out free products and branded merchandise, the pop-ups also feature free snacks and treats, interactive photo moments, surprise influencer meets, and other giveaways. Attendees have the opportunity to sign up for the Ulta Beauty Rewards Program and unlock exclusive benefits with the new Student Perks, which include 10% off purchases, BOGOs, and other limited-time promotions. Ulta Beauty is even offering entry into a sweepstakes for two tickets to Ulta Beauty World in 2026, a one-day immersive beauty event taking place in Orlando next year.
“At Ulta Beauty, we’re meeting students where they are and inviting them to discover, play, and connect with beauty in ways that feel personal and fun,” Ulta Beauty told BeautyMatter. “This activation reinforces Ulta Beauty’s commitment to making beauty accessible, while deepening relationships with the next generation of guests through experiences that go beyond the store or screen.”
The tour’s partners include brands sold at Ulta Beauty, all selected for their “unique resonance” with Gen Z. Participating names include Ismia, DIGI Beauty, skincare essential brands like Anua and Black Girl Sunscreen, and disruptors Polite Society and Snif. “Together, they highlight the depth and diversity of Ulta Beauty’s assortment and give students the chance to explore new favorites in real time,” the company said.
Ulta Beauty aims to spark discovery, build loyalty, and position itself as the go-to destination for Gen Z beauty enthusiasts. To that end, HerCampus Media’s involvement amplifies the tour both on campus and across social media. With a presence on hundreds of campuses through its online platform and student-run chapters, HerCampus connects Ulta Beauty directly to student life.
“HerCampus has been an incredible partner in helping us connect authentically with students,” said Ulta Beauty. “Its deep ties to college communities ensure that the tour reflects student culture in a meaningful way.”
The tour has already kicked off with successful turnouts at the University of Miami, University of Florida, and Florida A&M University. With three stops left—at Georgia Institute of Technology, Spelman College, and Savannah College of Art & Design—Ulta Beauty says it is “thrilled with the momentum to date and excited to continue showing up for [its] guests in creative, immersive capacities.”
Ulta Beauty is not the first to target college campuses. Valentino Beauty previously partnered with HerCampus for a West Coast tour, while Maybelline and Fenty Beauty contributed to the campus pop-up trend in recent years. Even Bath & Body Works has begun selling Gen Z favorites in college stores in an effort to win over the demographic.
Ulta Beauty hopes its campaign will take those efforts further.
“Beyond building brand awareness with Gen Z, this campaign is designed to build lasting relationships and reinforce Ulta Beauty’s inclusive values,” said the company. Ultimately, the retailer wants the tour to serve as a “memorable first touchpoint in a long-term relationship with students nationwide.”
