Ulta Beauty Partners with Beyoncé’s COWBOY CARTER TOUR for Beauty Activations Across the U.S.
BOLINGBROOK, Ill., April 25, 2025 (FASHION BEAUTY SCENE) — Beauty retailer Ulta Beauty has announced it will serve as the official beauty retail partner of Beyoncé’s COWBOY CARTER TOUR.
As part of the partnership, Ulta Beauty will feature exclusive COWBOY CARTER TOUR-inspired beauty experiences, including curated looks by local influencers, specialized product assortments, and the launch of Beyoncé’s fragrance CÉ LUMIÈRE in select stores and on ulta.com. The partnership builds upon Ulta Beauty’s earlier exclusive launch of Beyoncé’s haircare brand, Cécred.
"Ulta Beauty sits at the intersection of beauty, culture, and self-expression—and this summer, there’s no bigger cultural force than Beyoncé’s COWBOY CARTER TOUR. From makeup and skincare to hair and fragrance, beauty is how fans show up for the moment, and we’re proud to be their destination for turning inspiration into expression. Whether you’re headed to a show or channeling the tour’s energy at home, Ulta Beauty is where the COWBOY CARTER TOUR experience comes to life," said Kelly Mahoney, Chief Marketing Officer, Ulta Beauty.
Beginning April 28, Ulta Beauty will introduce seven distinct beauty looks inspired by cities on the tour, including Los Angeles, Chicago, East Rutherford, Houston, Washington D.C., Atlanta, and Las Vegas. According to the company, the looks will be reimagined in collaboration with local beauty influencers and featured in stores, online, and on social media.
Ulta Beauty’s activations also include a COWBOY CARTER TOUR-themed beauty collection, featuring makeup, skincare, and Cécred haircare products. In a press release, the company stated that limited quantities of Beyoncé’s fragrance CÉ LUMIÈRE will be made available in stores and online, marking the first time the fragrance will be sold outside Beyoncé’s official website.
Additionally, Ulta Beauty will offer live masterclasses led by its Pro Team artists on May 7 in Los Angeles and May 21 in New York City, along with a virtual try-on experience via Ulta’s GLAMlab feature on the mobile app.
The COWBOY CARTER TOUR and Ulta Beauty partnership will continue through July 2025.
For more information, visit www.ulta.com.
Source: Ulta Beauty
