Honestly, walking into an Ulta Beauty and expecting to see those iconic Huda Beauty neon palettes or the Easy Bake Powder is one of the most common "oops" moments for shoppers. You’re there with your Ultamate Rewards points burning a hole in your pocket, ready to finally snag the FauxFilter foundation, and... nothing. It’s not there.
It’s kinda wild when you think about it. Huda Kattan is a literal titan of the industry. Her brand is everywhere on TikTok, every influencer uses the loose powder, and yet, as we roll through 2026, the shelves at Ulta remain conspicuously Huda-free.
So, what gives? Why is there no Huda Beauty at Ulta?
The Sephora Shocker: Why Huda Stays Put
The big reason you can't find Huda Beauty at Ulta is a little thing called exclusivity. Since the brand's early days, Huda Beauty has been locked into a tight partnership with Sephora. This isn't just a casual "we like you more" vibe; it's a strategic business move.
Sephora thrives on being the "prestige" destination. They love having brands that you simply cannot get anywhere else. By keeping Huda in their stores, Sephora ensures that if you want that specific blurring powder, you have to walk through their doors or use their app.
- Global Reach: Sephora helped take Huda global, which is a massive perk for any brand founder.
- The VIB Factor: For many, the Sephora Beauty Insider program is the only place they want to rack up points for luxury samples.
But man, does it sting for the Ulta loyalists. If you're a Diamond or Platinum member at Ulta, you know the pain of having to shop "across the street" and missing out on those precious points that actually turn into cold, hard cash.
Is Huda Beauty Ever Coming to Ulta?
We’ve seen some crazy shifts lately. Remember when Fenty Beauty was a Sephora-only cult? Now, you can grab your Gloss Bomb at Ulta without blinking an eye. The same thing happened with Drunk Elephant and Lancôme.
The rumors of a Huda-Ulta crossover hit a fever pitch in late 2025. People were convinced that once the Sephora contract hit a certain milestone, Huda would pull a "Rihanna" and expand. However, as of early 2026, there is no official confirmation of a launch.
There’s some drama in the background, too. Between brand re-branding—Huda recently took back the CEO seat and has been streamlining the product line—and the intense competition between the two retail giants, the logistics are messy. Honestly, it feels like Huda is focusing on her core "O.G." fans right now rather than just trying to be in every store on the planet.
What to Snag at Ulta if You Crave the "Huda Look"
If you’re standing in an Ulta right now and you're desperate for that high-glam, full-coverage, "filter in a bottle" aesthetic, don't walk out empty-handed. Ulta has some serious heavy hitters that basically do exactly what Huda's products do.
If you wanted the Easy Bake Loose Powder:
Try the One/Size by Patrick Starrr Ultimate Blurring Setting Powder. It’s arguably the only powder that gives that same "doll-like" finish. Or, go for the Hourglass Veil Translucent Setting Powder if you want something a bit more luxe.
If you wanted the FauxFilter Foundation:
The MAC Studio Fix Fluid is a classic for a reason. It’s full coverage, matte, and lasts through a hurricane. If you want something newer, the Kylie Cosmetics Power Plush Longwear Foundation is surprisingly good at that blurred-skin look.
If you wanted the Neon Palettes:
Check out ColourPop. Seriously. Their 9-pan monochromatic palettes give you the same punchy pigment for about a third of the price.
The Point System Struggle
Here is the real tea: many shoppers prefer Ulta because the rewards are better. At Sephora, your points usually get you a tiny mascara or a sample-sized moisturizer. At Ulta, 2,000 points equals $125 off your purchase.
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That is why the demand for Huda Beauty at Ulta is so high. Imagine using your points to get the Empowered palette for free. It’s the dream.
Actionable Tips for Huda Fans in 2026
While we wait for the potential "Great Migration" of Huda to Ulta, here is how you should play it:
- Check the "Ulta at Target" aisles: Sometimes brands sneak into the Target partnership before they hit the big standalone stores, though Huda hasn't made that leap yet.
- Watch for Sephora "Price Matches": Sephora has been getting more aggressive with sales to compete with Ulta's 21 Days of Beauty. If Huda goes on sale at Sephora, that's your time to strike.
- Buy Direct: HudaBeauty.com often has better bundles and "buy one get one" deals than either retailer. Plus, you get the latest drops first.
The beauty landscape is changing fast. While Huda Beauty remains a Sephora staple for now, the "never say never" rule of the beauty industry is very much in effect.
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Your Next Step: If you’re a die-hard Ulta shopper, keep an eye on the New Arrivals section of the Ulta app every Friday morning. That’s usually when the "surprise" brand drops happen. Until then, stick to the One/Size or MAC alternatives to get your glam fix.