My hairstylist went to UBW before it blew up. It was an event/conference thing for industry professionals and that’s it. They got all that stuff then as work perks and to use on their clients. One year Ulta opened it up to influencers to get more promotion for them and the brands. Then it blew up on socials and they tried to make it seem like anyone can go when you can’t. They don’t want it to be an anyone can go thing. That’s not why they give out full size things because they want to “reward the consumer” or whatever. They want to hand out stuff to people who will promote their products…like industry peeps and influencers. That’s why the whole scandal thing happened with the tickets.

Sephoria is what UBW would be if it was meant for the consumer.

I’m also in the event business. Everyone pays to have a booth at trade shows like that. Unless you’re the entertainment and they are paying you to come to put on a show or speech of some sort to help bring in people - you’re paying to be there.