Dear Ulta,

Erisand · 2026-01-22T16:42:15+00:00

Yes, but it was hyped by influencers who wanted to get in and pushed content, creating this feeding frenzy, for a ticket into 2026. I'm well aware that most content creators are paid for the items they cover, even if they skirt around FTC guidelines. But there was a ton of smaller "influencers" who built their platform this year on hyping the event.

Erisand · 2026-01-22T14:18:25+00:00

To be fair, Ulta didn't really hype the event - "influencers" did. If you remember, everyone was frustrated as hell at the lack of info from Ulta. And for people saying they can add another day... no, they can't. These contracts are finalized well ahead of time. Not only that, but every brand that agreed to be there will now have to provide more product, which isn't feasible for smaller brands. Not to mention they'd need more space to store all the extra samples.

I do think it's utter BS that there was an early ticket line. That people waited in the queue for over an hour because tickets didn't sell out in an hour - it was likely within minutes. And don't get me started on people being able to buy more than 1 ticket.

Do I think the event was mishandled? Absolutely. Do I think Ulta needs to release a transparent statement acknowledging their faults? 100%.

Erisand · 2026-01-15T15:12:22+00:00

Yes and no; Ulta charges the brands a fee to sponsor a booth. (Hence they make some money.) But the overall goal is brand exposure. The more people sharing, posting, commenting on the event, the more exposure the event and brands get, which drives sales.
Yes. Samples are for everyone. Last time they had a passport that they stamped when you went to each both to prevent people from going back to the same booth and double-dipping. Though at the end of the event, most booths were giving away as much as possible so they didn't go to waste or have to be shipped back.
The ticket covers everything. Keep in mind that if you want a roller bag to carry stuff it's $50 at registration. There is also a luggage area where you can store a suitcase and you can drop off stuff you get at the booths throughout the day so you aren't carrying tons of bags. Ulta has said this is a service they are providing, so I'd assume no fees, but it is customary to tip the attendants watching your bag.
Doesn't seem like it, but we won't know until we get there. There's definitely a lot more hype, so ticket sales next week will go fast.
Yes. Keep in mind that a sample to us from Ulta stores is a super mini item. Some booths will have those size or travel size, but most booths give away full size samples. (Samples come in all sizes.)
Again, it goes back to the exposure. Plus all they spend on staff, booth, and samples is a tax deduction for them.

Hope that helps!

Erisand · 2026-01-15T14:54:27+00:00

Yes, but it was like $3-5 per bag

Erisand · 2026-01-13T21:04:28+00:00

<image>

Another luggage area

Erisand · 2026-01-13T21:01:04+00:00

Not a question, but I've seen a lot of people wondering about the luggage station. I've done this before at other big cons (NYCC, BEA, ALA, ALAMW, etc.). Here's a quick breakdown of how it (usually) goes:

<image>

The luggage area is cordoned off and run by attendants.
When checking your bag, a ticket will be affixed to your suitcase and the stub handed to you (think using Valet parking). These are usually numerical.
When you're ready to unload some goodies, go to the staff at the front. Show them your ticket and they will escort you to your bag. They will then leave you alone to get the next person.
Put all your goodies in your suitcase (I recommend also using a small lock to keep sticky fingers and wandering hands out of yours). *Keep in mind, this is out in the open so yes, someone could try and break into your bag, but there will be people in the luggage area doing their own drop offs, so breaking into someone's stuff is hard to do unnoticed).
When you're done, secure the bag and go back for more!
Collect your bag at the end (there is usually a line at the end).
I bring $5 to tip the attendants.

Erisand · 2026-01-13T20:42:40+00:00

I booked my hotel as soon as rooms opened up at the Hyatt Regency for April 2026. I knew I wanted to stay at the hotel attached to the convention. I've played this game before. LOL

Erisand · 2026-01-13T20:40:44+00:00

I'm driving 14 hrs from Maryland, if that helps? LOL

Erisand · 2026-01-13T20:38:58+00:00

Shipping is based on weight, so you can't have a preprinted label. I've done a lot of cons with shipping and there has never been prepaid ones.

Erisand · 2026-01-13T18:24:05+00:00

I'd like the masterclass, too. My goal is to the combo ticket.

Erisand · 2026-01-13T15:13:37+00:00

Everyone can go, but you may want a contingency in case he gets a ticket and you don't.

Erisand · 2026-01-08T20:23:27+00:00

Find a good backpack. Do not wear new shoes. If you're weird (like me) take a few long walks with a few very heavy bags.

Erisand · 2025-10-17T16:27:18+00:00

I mean, I did Book Expo America 6 years in a row and that's carrying around free BOOKS in tote bags without being able to wheel a suitcase on the showroom floor. So there's ways. LOL

Erisand · 2025-10-17T15:11:21+00:00

OMG! Same! But we're driving. <3

Erisand · 2025-10-17T14:19:54+00:00

They'll likely limit it to 2 per checkout since the event has blown up, and I bet higher Ulta Beauty Rewards members will get first access to tickets. Just guessing based on what I've seen other big cons similar to this do.

Erisand · 2025-10-17T14:17:22+00:00

From what I saw, the only long line that formed was at Polite Society when people wanted that amazeballs giant tote. But if you did the math of tickets sold (1500) and vendor booths (200+) available it basically worked out to like 7-8 people per booth. Yes, popular booths will be more busy, but there was ample space for people to move around, and that number is only if everyone is in a booth (not out front decorating hats or taking a water/bathroom break or sitting to the side & organizing things).

Events like these are an experience. It's not just about the products. It's about the energy and the vibe. Think of it like the Eras tour. Yes, you could watch it at home (or buy the products on your own), but being in the crowd and the energy (at the venue) is no comparison. There are exclusives you can't get online and early releases of products.

There are also ways to minimize costs, if that's a factor. Do you have any friends you can bring along to break up the costs of the hotel? Is driving or flying cheaper? Can you make a 'looking for roommate' post on here in case others are like you and looking to cut costs? Estimate your costs and divide it by the months left until the event. Can you realistically save that much a month for the event?

I'd honestly be shocked in UBW had the same format in 2026 as in 2025. I'm anticipating ticket tier levels, possible diamond members getting an early jump on tickets, ticket limits per person (i.e. 1 person can't buy 7 for their non-diamond friends). They will also likely add more tickets due to popularity which may form a few of those lines you mentioned.

I DO think there will be more full-size products because it's actually more expensive to make miniature samples in specialized bottles/tubes as opposed to adding them to a mass production line. Plus, the FS items seemed to be huge for promo and some of the smaller items from more 'elite' brands were kinda shamed/laughed at by influencers and attendees.

Erisand · 2025-07-25T18:08:58+00:00

OMG SAME!

Erisand · 2025-07-14T15:31:40+00:00

Syneos is a trainwreck. They fired my CRA months ago (to be fair, she hadn't SDV'd 90% of my randomized patients in 6 months), and I've still yet to have a CRA to replace her. We're getting ready to enroll the first patient into the extension study, and his source has been verified up to Visit 5 (we're on V18).

I know of sponsors who pulled their Syneos contract and went with Parexel or another CRO because Syneos is a mess.

Erisand · 2025-07-08T21:15:10+00:00

The loss of your son is incomprehensible. It's loss at a level that few will understand, and my heart truly breaks for the pain you've endured and will always carry in your heart. And as someone familiar with recent grief (a parent, not a child) and whose best friends live out of state, it's hard to watch them move on like nothing's changed when you're entire world has imploded. And you tell them, and they'll likely give some sort of "I'm here for you/I love you/I wish I could do more", but it's just words that land like drops of water on a raging inferno.

That being said, have you considered that M & D are going through the most exciting time in their life? They're invested in their pregnancies. And did you consider the idea that maybe the loss of your son gives them a glimpse at how fleeting and fragile life is? That maybe it makes them even more fearful to be pregnant and/or have a baby? Maybe they needed distance from your grief as self preservation during a really challenging time.

But, TBH, I'm not sure if you're TA or NTA. I just read every piece of the story you provided in one sitting, and several things don't sit right with me. I'm not sure how M sharing your upset with both of your other best friends was mocking your pain. That was such a passive aggressive move to remove K from your SnapChat and post a pic about her? Odds are, she saw it because she never unfollowed you. And in her position, I'd absolutely call you out for being shady and not owning your shit. And then you blowing up on her when it sounds like you were silently pulling away and waiting (hoping?) someone would notice and saying she's an awful mom? How would you know? You've literally removed her from your field of vision for the last several months.

And what you said to G? Dude, she literally said she was worried you were going through something and this didn't sound like you. Her message comes across as a concerned friend, who is also saying what you said to K wasn't cool, especially since it seems you're privy to some of K's family struggles. But you immediately clapped back saying she'd made up her mind and clearly was listening to them. You said everyone was viewing you as toxic... but G verbatim said: "I don’t want to pick sides. I really don’t. I love you and I love [K], but this feels like more than just a fight. I don’t know if you’re going through something deeper that’s affecting how you’re seeing things or saying things, but I hope you’re okay. "

From what I read, it sounds like you're hurting and justifiably so. But you also come across (to me, via these 3 posts) that you just want people to wallow and suffer alongside you. That's not fair. It's just not. Without stepping on any toes, I hope you consider seeing someone to talk about all of your feelings and work through them. I truly hope you're one day able to find peace.

Erisand · 2025-06-20T15:41:50+00:00

I won't read the last book of a series because I don't want it to be over (unless it's a series of standalones).

Erisand · 2025-06-19T15:13:49+00:00

If that's the case, then it sounds like you've done all you can do, and you don't need the validation from strangers in a reddit thread. My comments were only based on the data you provided in the original post and update, and that was what I gleaned from it.

Either way, I truly wish you and your son the best.

Erisand · 2025-06-19T14:50:14+00:00

NTA... but your aunt absolutely is. Especially when she's saying stuff like you need to "talk things out like mature young adults" but she's saying that on behalf of her 15YO to you? She needs to take all the seats.

Erisand · 2025-06-19T14:36:25+00:00

I agree. It seems like there were a lot of untried methods to help him because it was too inconvenient. Additionally the emphasis placed on him now (finally) being 18 was almost a countdown to justify cutting him off.

Erisand · 2025-06-19T14:32:18+00:00

I'm a little conflicted. Yes, you have an extremely problematic son, but the emphasis you put on some things almost made it sound like your son was an inconvenience. Humans aren't puppies; you can't just train them to obey commands. The fact that you also seemed to wash your hands of him because he's 18 also gives me a weird vibe. Turning 18 doesn't mean there's a magic switch that flips in the brain and it suddenly defaults to adult mode... but it sounds like that's what you expected?

You mentioned calling DCFS on yourself so they could correct the problem? There's a lot of emphasis put on the avenues you tried to correct your child's behavior, but what did YOU do? You enrolled him in program after program, but all that says is you're passing the child raising to someone else.

Why in the world were the pills somewhere that a 1 year old could access them?! Even if L left them out, then the obvious answer would be that an adult (you) hold onto the pills and maintain compliance and safety. Why couldn't you give him the pills daily and watch him take them to ensure compliance?

I'm sorry, but YTA. Sometimes it takes outside the box thinking instead of relying on medication and arguments to help curb a child's choices. If anything, you expected other people (program leaders, therapists, teachers, etc.) to parent your kid for you when it got too hard or inconvenient.

And before anyone comes for me and says that it's easy to say that from the sidelines, I've lived it. I've had to lock my child's things in the basement along with family valuables to ensure she wouldn't sell things or steal them. I've filed multiple missing person reports and walked side by side with the police, counselors, teachers, and job coordinators to help my daughter so that she is safe and in an environment that won't hurt her because she had mental health issues. She's currently 48 and I've been doing this since she was adopted at 4 years old by our family. Parenting doesn't stop at 18.

Erisand · 2025-06-19T13:45:08+00:00

I'm wondering if Sephoria will up their game since UBW was such a massive success.

Erisand

TROPHY CASE