• by Sarah Mahoney  @mahoney_sarah, April 25, 2025

Ulta Beauty is hitching its wagon to Beyoncé’s Cowboy Carter Tour, using the singer’s summer shows as a springboard for a new wave of beauty marketing. The retailer is showcasing Beyoncé-inspired looks created by local influencers, virtual try-ons via its GLAMlab platform, and special promotions featuring Beyoncé’s two brands: Cécred haircare and Cé Lumière fragrance.

The Cowboy Carter Tour is already shaping up to be a blockbuster. Billboard estimates it could gross $300 million, with 32 shows scheduled in cities like Los Angeles, Chicago, New Jersey, Houston, Washington, D.C., and Atlanta before wrapping in Las Vegas. For context, her 2023 Renaissance Tour grossed $579 million across 56 shows, according to Live Nation.

Ulta’s marketing is focused on creating city-specific beauty experiences around the tour’s cultural buzz. “This summer, it’s all about connection and celebration — and no one does that better than Queen Bey,” says Kelly Mahoney, Ulta’s vice president of integrated marketing, in the release. “Our goal is to make beauty feel more joyful and more fun, in person and online.”

Fans can use Ulta’s GLAMlab to virtually try on seven Beyoncé-inspired beauty looks curated by local influencers in key cities. In addition to the digital experience, Ulta is highlighting Cé Lumière and Cécred, the singer’s fragrance and haircare lines. Ulta was the exclusive retail partner for Cé Lumière’s launch earlier this year.

The campaign builds on Ulta’s growing effort to blend cultural moments and beauty discovery. Earlier this year, it leaned into Taylor Swift fandom with a Karma-themed cosmetics kit, capitalizing on the power of pop culture to create emotional connections with younger consumers.

The Cowboy Carter Tour runs through September, and Ulta’s campaign will continue alongside shows in major cities including New York, Los Angeles, and Chicago.