Ulta Beauty's Field Leadership Conference Recap: Trend-Focused Education and Celebration
Ulta Beauty Spotlights Education At Field Leadership Conference
Ulta Beauty brought their leaders and regional educators together in Orlando for their annual Field Leadership Conference (FLC), a week rooted in celebration, education and career growth.
Held just ahead of Ulta Beauty World 2026, FLC brought together Regional Service Education Managers (RSEM) and Service District Educators (SDE) from across the country to recognize the wins of 2025, align on what’s ahead and experience Ulta Beauty’s next wave of salon education firsthand.
For BTC, the event marked the next chapter in following how Ulta Beauty education travels—from the Collective Team to field educators to each Ulta stylist behind the chair.
Ulta Beauty’s North Star For Store and Services Operations
To open the day, during the leadership introduction, Ulta Beauty outlined its Store and Services Operations “North Star”:
- Defining the most loved retail experience
- Combining operational excellence with human connection
- Bringing brands to life
- Empowering associates
- Making every store a destination for inspiration, discovery and community
Together, these priorities support Ulta Beauty’s goal of delivering a consistent guest experience across stores while creating high-touch moments that drive loyalty, inspiration and growth.
Celebration Meets Education at FLC
FLC was also a moment to recognize and celebrate the field leaders helping drive Ulta Beauty’s salon business forward. During the event, managers from each region received an award and Sarah Bettura, Regional Service Education Manager at Ulta Beauty, was awarded RSEM Partner of the Year.
“Our SDEs are here, and they come a day early so that we can really just have them dig into education, but also so that we can celebrate them,” said Megan Murray, VP of Events and In-Store Experience at Ulta Beauty. “The whole theme of the morning was about partnership and the success that they had in 2025 and the momentum we’re already seeing this year.”
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That balance of recognition and hands-on learning is part of what makes FLC so valuable. Educators are celebrated for what they have accomplished while also being equipped with the tools, techniques and inspiration they will bring back to stylists in their own markets.
Inside Ulta Beauty’s 2026 Trendspiration Education
The education portion of the day centered on Ulta Beauty’s 2026 trendspiration curriculum, which was first introduced to the Ulta Beauty Artist Collective team in March. At FLC, RSEMs and SDEs experienced the same education in a hands-on format before it rolls out into Ulta Beauty salons later this year.
The haircut portion was taught by Ulta Beauty Artist Collective member Sean Godard (@seangodardhair), with support from Redken. During the dry cutting education, Sean used Redken All Soft Argan-6 Multi-Care Oil as a prep product to help maintain the hair’s dry state while cutting. Unlike a spray product that could re-wet the hair, the oil allowed stylists to keep the hair dry while adding softness, slip and control.
The color portion was led by Ulta Beauty Artist Collective member Reva Hega (@reva_danielle) and powered by Wella Professionals lightener. Each attendee worked hands-on with their own mannequin to practice the cut, color and styling techniques in real time.
Attendees also went home with major swag bags sponsored by Kenra Professional, Moroccanoil®, PATTERN, BaBylissPRO, Dyson, L’Oreal Professionnel, OLAPLEX, Benefit, Wella Professionals and Redken.
A Career Path Beyond The Chair Through Ulta Beauty
Beyond the education itself, FLC highlighted something bigger: the career opportunities available to stylists at Ulta Beauty.
For new stylists entering the industry—or experienced stylists looking for growth—Ulta Beauty’s salon structure offers pathways that extend far beyond the chair. Stylists can grow their business, strengthen their technical skills, step into education and leadership roles and become part of experiences like FLC.
“I would tell new students looking for a salon home that Ulta Beauty has an amazing opportunity to truly grow their career,” Sarah said. “I actually started my career at Ulta Beauty as a stylist behind the chair.”
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Sarah also pointed to programs like Ulta Beauty’s six-month Assistant Stylist Program, where newer stylists can learn from and be mentored by top-performing stylists in the organization.
“They’ll support you with understanding technique, but also—and more importantly—business-driving behaviors that are really going to help you set up for success. Then, you understand how to grow your business while making money offering services that you love and are passionate about,” Sarah explained.
According to Megan, that support extends beyond education. “There are so many benefits that we offer a stylist, I can’t name just one favorite,” Megan said. “It’s the support that we give them. It’s the education. They also get medical. We pay for their back bar. We’re there to support them along the way.”
And for stylists working to build their clientele, Ulta Beauty offers another advantage: built-in beauty traffic.
“We love to say that we have the largest waiting room in the industry,” Megan said. “Everybody who walks into an Ulta Beauty is coming in because they already love beauty. So if it’s a stylist that’s trying to build their book, there’s no better place to do it.”
The Story Doesn’t Stop Here: Trendspiration in Chicago
For BTC, FLC marked a full-circle moment in watching Ulta Beauty education move through the organization.
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In March, BTC saw the Ulta Beauty Artist Collective team learn the 2026 trendspiration education firsthand. At FLC, Service District Educators learned the same education in Orlando. Next, BTC will head to Chicago to meet up with a local SDE and see how the education continues its journey as it is brought back to Ulta Beauty stylists in the salon.
This content is sponsored.
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