Ulta Beauty Introduces the First-Ever Ulta Beauty Roster, Announcing Its Biggest Investment in Women’s Sports

BOLINGBROOK, Ill.--( BUSINESS WIRE)--Ulta Beauty (NASDAQ: ULTA) today announced the introduction of its Ulta Beauty Roster, a collective of professional female athletes who embody confidence and resilience in and beyond the game. In honor of National Girls and Women in Sports Day, Ulta Beauty is reinforcing its commitment to help girls stay in the game by uniting these accomplished women as role models, dedicated to creating a future where every young woman feels empowered to unlock their limitless potential.

The beauty retailer selected six athletes across a mix of established and emerging sports including basketball, tennis, soccer, volleyball, flag football, and pickleball, to serve as a diverse representation of how beauty in sports isn’t just cosmetic–it’s a catalyst to achieve what’s possible. Through a mix of omnichannel marketing and engaging digital content, these six athletes will help Ulta Beauty redefine sports through the lens of beauty and empowerment, sharing the beauty routines and rituals that give them confidence, giving back to local communities nationwide, and inspiring young girls and athletes to follow suit.

"As women’s sports continue to redefine what strength looks like, beauty has become an integral part of how athletes express their confidence, identity, and authenticity. We created the Ulta Beauty Roster because these incredible women embody the transformative power of both sport and beauty,” said Kelly Mahoney, Chief Marketing Officer for Ulta Beauty. “They show us that peak performance isn't just about physical strength, but about the mental strength and unwavering confidence that comes from embracing who you are. Through this initiative, we're not only celebrating their remarkable achievements but also inspiring the next generation to see that when we bring together beauty and athleticism, the possibilities are beautiful.”

Meet the Ulta Beauty Roster

Introducing the Roster for Change Grants

As part of the Ulta Beauty Roster initiative, Ulta Beauty will launch the first annual Roster for Change grant program, designed to provide critical support to local communities and sports organizations in need. This grant program aims to address the alarming rate at which girls drop out of sports by offering targeted, on-the-ground assistance tailored to each winner’s specific needs, including funding for participation fees, equipment, team transportation, facilities upgrades, amenities in locker rooms and more. Roster for Change grant applications will be accepted at UBRoster.com starting in late February.

Discover Ulta Beauty Cards

Fans will also be able to explore Ulta Beauty Cards, digital trading cards featuring the six Ulta Beauty Roster athletes. Unlike conventional trading cards, which focus on performance data, Ulta Beauty Cards celebrate the deeper attributes that drive athletic success, like confidence, self-expression, tenacity, and strength. Dedicated social cards for each athlete will highlight their “powers” and essential beauty products from Ulta Beauty to both honor their achievements and serve as a product discovery platform, introducing fans to their high-performance beauty essentials.

To learn more about the Ulta Beauty Roster and Roster for Change grant program, visit UBRoster.com.

About Ulta Beauty

Ulta Beauty (NASDAQ: ULTA) is the largest specialty beauty retailer in the U.S. and a leading destination for cosmetics, fragrance, skincare, haircare, wellness and salon services. Since opening its first store in 1990, Ulta Beauty has grown to approximately 1,500 stores across the U.S. and redefined beauty retail by bringing together All Things Beauty. All in One Place ®. With an expansive product assortment, professional salon services and its beloved Ulta Beauty Rewards loyalty program, the company delivers seamless, personalized experiences across stores, Ulta.com and the Ulta Beauty App – where the possibilities are truly beautiful. Ulta Beauty is also expanding its presence internationally through a joint venture in Mexico, a franchise in the Middle East, and its subsidiary, Space NK, a luxury beauty retailer operating in the U.K. and Ireland. For more information, visit www.ulta.com.