Fall fashion and seasonal holidays emerge as key cultural drivers, with guests most looking forward to moments of self-expression through style and connection through gatherings and festivities.

Behaviorally, shoppers split into two distinct mindsets: one group enters with clear intent and confidence in their purchase decisions, while the other navigates with less certainty—leading to more exploratory, impulse-driven buying patterns.

Fall brings a shift to richer, more expressive tones across fashion and beauty—where bold makeup and hair become an extension of personal style. This concept positions Ulta Beauty as a brand that translates runway trends into real, wearable expression—empowering guests to show up as their most authentic selves.

Rooted in inclusivity and individuality, the approach celebrates diverse stories and reinforces Ulta Beauty as a space where everyone feels seen, inspired, and confident to try something new.

Evolve casting to reflect true diversity—moving beyond surface-level representation to showcase a broader spectrum of lived experiences. By including talent of varying abilities and backgrounds, we bring authentic, personal stories to the forefront, strengthening and amplifying our commitment to inclusivity.

The work resonated beyond sales—going viral when a young girl saw herself represented for the first time through a model in a wheelchair, unlocking a powerful sense of possibility and belonging.