Ulta Beauty
Beauty Collective
The challenge
Bringing the Ulta feeling out of the store and into the world.
Ulta Beauty had a historically successful ambassador program, but needed to evolve it into something more powerful: a creator-led system that could build community, deepen advocacy, and drive measurable growth.
The challenge was to transform a performance-driven model into one that also authentically delivered on Ulta Beauty’s inclusivity mission and strengthened long-term brand love.
Sense the
Opportunity
Consumers don’t just value Ulta for what it sells, they’re drawn to how it makes them feel in-store. The real opportunity was for us to extend that emotional experience beyond the aisle, turning creators into a bridge that carries the Ulta feeling into everyday life.
Bringing the Ulta feeling out of the store and into the world.
More Than a Feeling
Shape the Concept
Shift Ulta Beauty’s influencer strategy from one-off influencer activations to a creator-led, always-on ecosystem.
By empowering creators as storytellers, we could bring the Ulta feeling out of the store and into their worlds, making the brand more immersive, inclusive, and culturally relevant year-round.
Scale the impact
Building the collective
We launched and managed the Ulta Beauty Collective, a curated group of 44 creators activated year-round across cultural moments, seasonal campaigns, virtual masterclasses, and immersive experiences in LA and New York. Creators led with premium, authentic storytelling that drove sustained audience engagement.
A standout was the Holiday Hotline, a five-part, SAG-produced series where audiences submitted real gifting questions and received personalized recommendations. Featuring talent like Ego Nwodim and Justine Lupe alongside Collective creators, it blended entertainment with utility to deepen connection.
By integrating creators across tentpole campaigns, live experiences, and educational formats, we evolved their role from content producers to true community builders—turning engagement into active participation. The always-on model ensured Ulta showed up consistently across seasons, while elevated production transformed creator content into entertainment-level storytelling.
The result is a living, breathing community that extended the Ulta experience far beyond retail and into culture.
The Results
1b
Impressions
$49m
Earned media value
4.5m
New followers
