Ulta Beauty Is Coming to Times Square—and It’s Going to Be a Big Deal

Ulta Beauty just made its most ambitious move yet: As announced today, the brand is officially opening a flagship store in Times Square, New York, expected to debut in late 2027.

What We Know

The new location is being described as “highly experiential”—a destination where technology, entertainment and beauty collide. Think immersive guest experiences, brand activations and next-level storytelling capabilities, all set against one of the most high-traffic backdrops in the world. The store will also leverage digital billboard space for high-impact marketing, putting the brand in front of visitors from across the country and around the globe.

In Their Own Words

“We are beginning work on a new, highly experiential Ulta Beauty location in Times Square, New York,” said Kecia Steelman, President and CEO of Ulta Beauty in a statement. “This flagship store will be a vibrant, dynamic destination where technology, entertainment, convenience and our differentiated assortment come together to deliver immersive guest experiences and brand activations.”

Why It Matters

Times Square draws roughly 50 million visitors a year, making it one of the most visible retail addresses on the planet. For Ulta, a Times Square location signals a clear push into flagship territory and a bid to compete for the kind of global beauty shopper that has long flocked to competitors in Manhattan. Details on the store’s full concept are still forthcoming, but one thing is clear: Ulta is thinking big.