MODERN SALON was invited to Chicago to attend Ulta Beauty’s annual Celebrate U event, a gathering of Ulta’s highest earning service providers and the people who support them within the industry. The company’s top stylists, skin therapists, arch (brow) experts and salon general managers are invited from all over the country for three exciting days of celebration, education and networking.

From awards and social events to hands-on education, here’s what went on at Ulta Beauty Celebrate U 2025.

Welcome Reception & Award Ceremony

Celebrate U took place at the Westin Chicago, a beautiful hotel right on the river in the heart of the downtown area. A scenic location with lots going on, it was the perfect setting for a celebratory week. The event kicked off with the welcome reception complete with food, drinks and live music, which led into a short and sweet award ceremony with plenty of photo ops. 

The host of the awards was renowned hairstylist and Queer Eye star, Jonathan Van Ness, whose JVN Hair recently joined the roster of brand offerings at Ulta Beauty. The top three earners in each of Ulta’s service provider categories received gorgeous pink and orange crystal trophies noting their incredible accomplishments.

We’d like to extend a huge congratulations to the many hardworking individuals who were recognized for their eye-popping service sale numbers. Service providers like Ashley Bohler, the company’s top-ranking stylist who brought in over $400,000 in 2024, are the biggest testaments to how rewarding an Ulta Beauty career can be.

Brands In & Hands-On

Days two and three of Celebrate U were filled with education from Ulta’s brand partners. From texture specialty brands like Ouidad and Deva Curl to those under the L'Oréal umbrella, stylist attendees got up close and personal with their favorite brands, many of which they use at the chair in the Salon At Ulta Beauty and recommend to their guests every day.

A Taste of Nightlife

Attendees especially enjoyed the evening soiree at the rooftop bar and lounge at downtown Chicago’s theWit, sponsored by OLAPLEX. Between delicious food and drinks, spending time with friends in the beautiful venue and listening to the live DJ, attendees had chances to participate in some fun activations. They had combs etched and personalized, had  energy photos taken to see the colors of their auras, and got fashionable pieces of permanent jewelry. This wasn’t just a party; Ulta created a whole experience.

Gifts & Gratis

Ulta sent their service providers home with tons of amazing gifts, a huge perk of earning a ticket to Celebrate U. For starters, attendees were greeted at registration with huge swag bags full of goodies and an array of adorable patches to customize and personalize them. Registration even featured a dedicated patch station for attendees to affix their décor to their bags right away, which proved to be a crafty and super fun experience.

Ulta Beauty’s brand partners may just be the most generous in the industry when it comes to these top-earning service providers. In addition to their Ulta swag, providers received countless products from Ulta’s top brands, shipped to their homes and to stuff in their suitcases, to reward them for their hard work and dedication. Some of these gifts included tools from Olivia Garden, color from Pulp Riot, skincare and cosmetics from OSEA and Benefit, and tons and tons of haircare. These top earners will have no shortage of products from their favorite brands to play with and share with their teams at their salons back home.

Ulta Beauty is the largest specialty beauty retailer in the U.S. with over 1,400 stores and a Salon At Ulta Beauty inside each freestanding location. That’s a glaring opportunity to build a thriving salon career in your hometown—or any town you choose—with a supportive team and strong company to back you. Just ask the hundreds of beauty pros who bring in six figures working at Ulta each year.