Building Advocacy at Ulta Beauty: MPG’s Day of Joy

Twelve brands, nearly 1,000 associates, and one simple idea: To celebrate beauty and connection. At Ulta Beauty headquarters, that idea became reality during the first Market Performance Group Day of Joy, an experience that proved how meaningful supplier–retailer moments strengthen relationships and drive growth.

For MPG clients, the value was clear from the start. In one afternoon, brands met with their buying partners and connected with leaders across marketing, social, education, salon, and executive teams. Conversations went well beyond product features, offering insight into how associates engage guests, which messages resonate, and what tools help them feel confident. These exchanges delivered insights suppliers can use to refine innovation, sharpen education, and plan more effectively with Ulta Beauty—all while building the trust that underpins long-term growth.

As Jennifer Cutelli, Sr. Director of Sales, Beauty, put it, “Joy is not just a theme for us. It’s how we show up for our brand partners every day.”

This Day of Joy was all about making connections real. From DIY manicures to collagen smoothies, the day was designed to be interactive—giving associates the chance to try, taste, and experience products firsthand. Styling brands shared quick pro-level hair tips with on-the-spot styling, skincare brands invited associates to feel formulas in action, and makeup brands showcased the latest lip innovations for a perfect finished look. Samples and giveaways kept the energy high, while MPG supported with branded totes, a photo wall, refreshments, and onsite guidance so client teams could focus on conversations that mattered.

Behind the scenes, Jenny Martin, Director of Sales, Ulta, brought the Day of Joy vision to life. She organized nearly every detail with creativity and care, and with support from the broader MPG team, transformed the event into a true celebration of connection.

Delivering What Ulta Beauty Values from Partners

The spirit of the day mirrored Ulta Beauty’s broader evolution. The company has moved from “all things beauty” to “all things beauty and wellness.” The Wellness Shop is now a core focus in stores, and Ulta Beauty Community sparks meaningful dialogue online, reinforcing the importance of well-being as a cornerstone of the brand’s vision. MPG’s Day of Joy gave brands a way to align with that vision—through self-care, connection, and experiences that lift both individuals and teams.

Ulta Beauty has also been clear about what it values from partners: curation of the best in beauty and wellness, authentic connection at every touchpoint, immersive omnichannel experiences, and loyalty built through personalization. Day of Joy brought these priorities to life. Curation happened at every table. Connection was constant and omnichannel opportunities surfaced in conversations and demos. And loyalty took root as associates discovered products they felt excited to recommend.

From Joyful Moments to Lasting Impact

At the end of the day, the takeaway was simple: joy is a powerful connector when rooted in authentic experiences. Ulta Beauty’s commitment to this principle gave our brand partners the chance to meet associates where they are, while associates left with stories and product moments to carry into their work with guests. We are grateful to our Ulta Beauty partners for welcoming our clients and team, and to the brands who brought such creativity and energy. With vitamins, supplements, and wellness technology now sitting alongside traditional beauty, Ulta Beauty’s growing focus on wellness creates new opportunities for brands that connect daily rituals to well-being. Those that deliver results with sincerity and simplicity are well positioned for what comes next.

Interested in learning more about how MPG’s Specialty Beauty Team can accelerate your business here and in this channel? Reach out to Jennifer Cutelli at jennifer.cutelli@mpgllc.com.