Pop Up Mob Brings Nine Beauty Brand Worlds to Life at Ulta Beauty World 2026 in Orlando

Concept-driven worlds for Cécred, Supergoop!, OUAI, Tatcha, Not Your Mother's, Pattern, OSEA, Olaplex, and Tree Hut anchored Pop Up Mob's second consecutive year of producing for the event

ORLANDO, Fla.--(BUSINESS WIRE)--Pop Up Mob designed and produced nine separate brand booth experiences at Ulta Beauty World 2026, the second annual consumer beauty expo held at the Orange County Convention Center on April 16, 2026. Distinct environments were built for Cécred, Supergoop!, OUAI, Tatcha, Not Your Mother's, Pattern, OSEA, Olaplex, and Tree Hut, each tied to a specific product narrative and brand campaign. It marks Pop Up Mob's second consecutive year producing for the event, which grew out of Ulta Beauty's long-running Field Leadership Conference and has become one of the most competitive consumer beauty platforms in the United States.

Ulta Beauty World 2026 featured 220 vendor brands and drew roughly 3,000 attendees, doubling the inaugural 2025 edition in San Antonio. Tickets sold out in 71 minutes after Ulta Beauty reported more than three million people in the purchase queue. Within that environment, booth design has become the central differentiator, with each brand competing to anchor its story in a finite footprint and convert short, dense interactions into lasting brand affinity.

Ulta Beauty World grew out of Ulta Beauty's annual Field Leadership Conference, a long-running internal event for store leadership and regional executives. FLC has historically included a brand expo day where Ulta's partner brands exhibit, and Ulta extended that format to consumers for the first time at the 2025 edition in San Antonio. Pop Up Mob's nine booths served both audiences in Orlando, opening first for FLC attendees and then for Ulta Beauty World ticket holders on April 16.

Pop Up Mob approached each of the nine experiences as a translation of the brand’s campaign, audience, and product story into a physical world. Every booth was developed with a distinct strategic and creative direction, carrying its own design language, material palette, and product narrative, aligned with the brand's specific campaign positioning.

Cécred's Get Hot Studio reframed the brand's Styling Collection as a hot studio environment built around the campaign promise Take the Heat. Body the Look. Supergoop!'s Slopes to Swings positioned SPF as a year-round lifestyle product rather than a seasonal essential through an après-ski-meets-après-sun set. OUAI's BRB Shower compressed repair time into a three-minute repair ritual, showing how quickly the brand's product can change hair condition.

Tatcha's Hiyori Pavilion translated the Japanese concept of hiyori, a day suited to spending time in the light, into a modern outdoor ritual space anchored by Milky Sunscreen. Not Your Mother's Aura Reset Ritual reimagined the shower as a reset space tied to the launch of the Aura Boost collection. Pattern HQ built a 1980s office-core science lab around the line. It's science, baby, IRL, positioning Pattern as the brand that engineered curls when no one else was looking.

OSEA's Sea Ritual brought the sensory atmosphere of approaching the coast indoors, grounding the brand's seaweed-based skincare in its source material. Olaplex's Lab booth carried over the concept Pop Up Mob first produced as a six-day activation in SoHo, New York, in March 2026, giving Ulta Beauty World attendees hands-on demonstrations of the science behind No. 3 Plus through experiments, ingredient stories, and instant proof points. Tree Hut's Goopland brought the brand's TVC world to life as a gooey, tactile play environment built around bold self-expression.

Across the nine booths, design choices ranged from clinical to playful, retro to ritualistic, and from heat-driven energy to coastal stillness. Each activation occupied a 30-by-30-foot booth footprint and included on-site staffing, sampling moments, and content-ready photo touchpoints designed to extend the booth's reach across social platforms. From early concept development through fabrication and on-site execution, Pop Up Mob managed nine builds in parallel, coordinating fabrication, installation, and on-site operations across simultaneous timelines to bring each booth to its full concept by opening day.

"Nine booths at one event means nine different brand stories running in parallel," said Ana Corina Pelucarte, CEO and Co-Founder of Pop Up Mob. "Each one has its own audience, its own concept logic, and its own production timeline. The work is making sure every space feels like it belongs to the brand standing in it, not to the agency that built it."

Each experience began with a dedicated concept and strategy phase, in which Pop Up Mob worked with the brands to translate campaign positioning into physical experiences tailored to Ulta Beauty World’s highly competitive environment. From there, Pop Up Mob handled spatial design, 3D rendering, fabrication, location logistics, on-site staffing, inventory management, and live event operations across the full event window. Pop Up Mob worked directly with each brand's marketing team from concept through teardown, coordinating nine simultaneous production tracks into a single event footprint. That format scales the agency's one-stop shop model to deliver multiple brand worlds inside a single expo floor.

Ulta Beauty World 2026 adds to Pop Up Mob's record of over 250 activations completed worldwide for more than 175 brands across 15 industries. Recent projects include the Olaplex Lab launch pop-up in SoHo, a YSL Beauty activation at The Grove in Los Angeles, and an ongoing series of holiday pop-up storefronts for ASOS in New York and London. Past clients include Benefit Cosmetics, Samsung, LVMH, Calvin Klein, Rare Beauty, Huda Beauty, Miu Miu, and r.e.m. Beauty.

About Pop Up Mob

Pop Up Mob is a full-service experiential agency founded in 2014 and headquartered in New York City. The women-owned company specializes in pop-up experiences and operates across the United States, the United Kingdom, Europe, and the Middle East, with team members in New York, Los Angeles, London, and additional markets. The agency has completed more than 250 activations in over 10 countries for clients in beauty, fashion, technology, entertainment, food and beverage, and other industries. Pop Up Mob was named among Adweek's Fastest Growing Agencies in 2020 and included on Event Marketer's It List of Top 100 Event Agencies in 2023. Co-founder Ana Corina Pelucarte was recognized as a BizBash Top 50 Event Designer in 2019.

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