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Ulta to Debut Revamped Loyalty Program in the New Year

December 21, 2023

Ulta Beauty will kick off 2024 with a fresh look for its loyalty program a decade after its debut in 2014. Beginning Jan. 1, 2024, the Ultamate Rewards loyalty program will become Ulta Beauty Rewards, and along with the new name will come enhanced benefits for the program’s 42.2 million members that are designed to “foster deeper connections with current members and attract new loyalists.”

Existing program benefits — including complimentary membership, points on every purchase, Platinum and Diamond perks, accelerated earnings with the Ulta Beauty Rewards Credit Card and the ability to redeem points on all beauty products and salon services — will continue alongside additional benefits that include:

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