Big Changes Are Coming To Ulta's Rewards Program In 2024

Ulta Beauty is a favorite among cosmetics lovers, from its wide product selection to its generous return policy. But heads up, shoppers: This retailer is saying "new year, new me" by shaking up its long-standing rewards program in 2024. Instituted on January 1, a new loyalty scheme has already been launched, affecting more than 42 million members and any new sign-ups.

Happily for fans of the current scheme, the program's main benefits remain. Joining the rewards program will still be free and points-based, with members earning points every time they make a purchase in-store or online. These points can then be redeemed on beauty products or in-store salon services. So, while there are things you should never do while shopping at Ulta, using your free loyalty card isn't one of them. Also remaining consistent, members' per-dollar point earnings can still be boosted by using an Ulta credit card or achieving certain annual spend thresholds to achieve Platinum or Diamond membership levels — unlocked at $500 and $1200, respectively. To that point, the Platinum and Diamond tiers retain their unique perks, such as exclusive deals and early sale access.

With all these familiar features still in place, you might be wondering: What's different about Ulta's revamped rewards program? From updated branding and better user tips to reimagined birthday goodies and a new name for the program itself, Ulta fans will find a few fresh tweaks to the brand's loyalty club in 2024.

Everyone needs a rebrand once in a while, and in 2024, Ulta is refreshing the vibes of its loyalty program. First and foremost, its name is evolving. Leaving behind the old, tongue-in-cheek moniker of "Ultamate Rewards," the program is taking on the more straightforward title of "Ulta Beauty Rewards." This shift is supported by changes to the program's overall aesthetic, showing off updated layouts and graphics.

Perhaps more importantly, Ulta's using its program relaunch to provide better rewards awareness. More specifically, it's making increased efforts not only to advertise and recruit for the program but also to help shoppers get the most out of their loyalty memberships. This will include clearer guidance on ways to pump up point-earning and the different products and services eligible for point redemption.

"In a time where some loyalty programs are giving less, Ulta Beauty Rewards is proud to give the same amazing benefits our members love," announced Kelly Mahoney, senior vice president of customer and growth marketing at Ulta, in a statement. "We've been building our best-in-class program to reflect the ever-evolving needs of beauty enthusiasts and we strive every day to win the hearts and minds of the beauty community by rewarding them with more of what they love." Evidently, this includes helping members access and leverage their benefits more effectively. But Ulta isn't content to simply re-energize its existing loyalty structure — the brand's also bringing big changes to the reward program's birthday perks.

Ulta's renewed commitment to supporting reward members is both admirable and welcome. But let's be honest: Most loyal shoppers would be more excited by new program benefits. Ask and ye shall receive — the retailer's making its Ulta Beauty Rewards program even more attractive with expansions to existing birthday perks like double points and cash-off vouchers.

Previously, customers could receive an Ulta-chosen product during their birthday month. Like receiving an already wrapped present from a friend, members weren't able to customize their birthday product at all. This made the free gift a nice but sometimes irrelevant gesture, as customers might end up with products they'd never use. Now, Ulta's reimagined birthday scheme will let birthday-month shoppers choose their gift from a selection of products that covers multiple brands and beauty categories. This will enable rewards members to enjoy a free gift that actually suits their beauty needs.

Given that loyalty membership is free, this perk alone may be worth signing up for. So, for anyone debating the merits of the brand's improved Ulta Beauty Rewards program, consider that even once-in-a-blue-moon shoppers stand to receive tangible benefits for joining. Enrolling now also puts you in good company — in a conference call reviewing Q3 2023, chief executive officer Dave Kimball revealed that Ulta's loyalty program has reached an all-time high. And with the rollout of Ulta's fresh-yet-familiar program, it seems like this trend is poised to continue.