Improving on a good thing only makes it better.

That’s the tact taken by Ulta Beauty as it looks to boost its already successful loyalty program, Ulta Beauty Rewards, with a new name (changed from Ultamate Beauty Rewards), and several new advantages. The program, which is used by more than 42.2 million active members, enables a higher share of wallet against competitors as well as deeper insights about what shoppers really want to find in-store.

Beginning this month is a revamped birthday gift experience, where members can select a gift across a portfolio of brands. Previously, shoppers were only allowed to redeem one predetermined product during their birthday month. Ulta Beauty has also bolstered awareness of the program in stores, online, on social, and across owned channels with educational tips to help members accelerate ways to earn and redeem points. The program’s member base has grown from 32 million active users in 2018 to 42.2 million at the end of 2023. The only year active members dipped, according to an Ulta Beauty investor presentation, was during 2020 when numbers decreased to 31 million due to the pandemic. About 95 percent of Ulta Beauty sales are made by loyalty program members.

“For years, 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. The enhancements we’ve made to Ulta Beauty Rewards go beyond a new name; they reflect the wants of our most loyal guests and importantly showcase just how much we appreciate them. We can’t wait for new and existing members to discover why millions of people nationwide love Ulta Beauty Rewards,” says Kelly Mahoney, Senior Vice President of Customer and Growth Marketing at Ulta Beauty.

Ulta Beauty Rewards’ existing benefits include complimentary memberships, 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.

Since launching in 2014, Ulta Beauty has continued to innovate its loyalty program in service of delighting members with a best-in-class experience. The program, formerly Ultamate Rewards, quickly built a passionate community of beauty enthusiasts spanning generations who greatly value its engaging points system. Today, with one of the largest member bases in the country, Ulta Beauty Rewards continues its legacy of listening, learning and always improving.