Overview
- The one-day showcase, which ran Thursday at the Orange County Convention Center, featured more than 200 brands, on-site services, and celebrity-led masterclasses.
- Following Wednesday's booth fire that the venue sprinklers contained to a single display, the expo opened on schedule as the cause remains under investigation.
- Tickets sold out within minutes, with only 3,000 available as millions tried to buy through Ticketmaster.
- Each attendee received a haul valued around $2,000 that included a Beis carry-on and full-size products, with more giveaways on the floor.
- Ulta told attendees the event will return in 2027, though the company has not disclosed the host city.