Ulta Beauty Is Revamping Its Rewards Program

In what feels like a never-ending battle for consumer attention, beauty brands are pulling out all the stops to entice and incentivize their cosmetics-obsessed audiences. This has led to quite a few rewards-based programs like Sephora's Beauty Insider membership, MAC's "MAC Lover," and the Bath & Body Works Rewards initiative. Now companies that have become synonymous with this strategy, like Ulta Beauty, are sweetening the deal.

On Jan. 1, the beauty retailer announced that its existing initiative would be enhanced with even more perks for shoppers. Now called the Ulta Beauty Rewards, which has been changed from Ultamate Rewards, you'll still be able to get complimentary memberships, points on every purchase that increase per dollar depending on your tier, specialty promotions, and exclusive discounts for Platinum and Diamond members. Customers can also get accelerated earnings with the Ulta Beauty Rewards Credit Card (two points per dollar), and the ability to redeem points on all beauty products and salon services.

One of the biggest changes in this new program is with the available birthday gift options. "Taking cues from its members, Ulta Beauty saw an opportunity to enhance its birthday offerings, which previously only allowed guests to redeem one, predetermined product during their birthday month, in addition to double the points all month long," an Ulta Beauty spokesperson tells POPSUGAR. "Today, members will now be able to select a sample-sized gift across a portfolio of beloved brands spanning all categories (like Olaplex, Drunk Elephant, Tarte, and more)." This means that you'll get the power to choose across multiple categories like hair care, skin care, and makeup, allowing for much more personalization of your gift.

Additionally, shoppers can look forward to more opportunities to redeem their points all year long. "Featuring added awareness in-store, online, in social, and across owned channels, guests will seamlessly be reminded of tips to help them accelerate ways to earn and redeem points on products and salon services," they added.

If you've yet to sign up for the free initiative, you can do so in stores or online at the retailer's website. Then, see how your points are stacking up in the Ulta Beauty app, available on the Apple App and Google Play stores.