Retail loyalty programs
Ulta Beauty Rewards
Ulta's tiered beauty program, renamed from Ultamate Rewards in 2024: points on spend, redeemed against purchases.
Ulta BeautyUnited States
At a glance
Ulta Beauty Rewards is the loyalty program of Ulta Beauty, launched in 2014 and renamed from Ultamate Rewards in 2024. Members earn points on purchases and move through three tiers, Member, Platinum, and Diamond, set by annual spend. Points are redeemed against future purchases across prestige and mass beauty in one program.
Program facts
- Operator
- Ulta Beauty
- Country
- United States
- Tiers
- Member, Platinum, Diamond, set by annual spend
Overview
Ulta Beauty Rewards is a tiered points program that spans prestige and mass beauty in a single account, matching Ulta's assortment. Members earn points on spend, redeem them against future purchases, and move through Member, Platinum, and Diamond tiers set by annual spend, with higher tiers earning at a richer rate and adding perks. The 2024 rebrand from Ultamate Rewards simplified the name while keeping the tier mechanics intact.
The program's notable trait is reach. Ulta reported nearly 47 million members in the first quarter of fiscal 2026, and the retailer credits the program with the large majority of its sales, so the loyalty base is effectively the customer base. That scale turns the program into Ulta's primary personalization and CRM engine, not a side benefit.
The lesson for an enterprise operator is that a rebrand is a chance to reduce naming friction without disturbing the underlying economics. Ulta changed the label and refreshed the experience while preserving the earn-and-redeem structure and tier thresholds members already understood, avoiding the churn that comes from re-teaching a program to tens of millions of people.
Listings are editorial, compiled from public sources. Program details change; verify with the operator.
Retail loyalty programs
More from the directory
- Starbucks RewardsStarbucks' app-led program: members earn Stars on purchases and redeem them for food and drink, across three levels added in 2026.
- Sephora Beauty InsiderSephora's tiered beauty program: points earned on spend, redeemed through a rotating rewards catalog.
- Target CircleTarget's free membership relaunched in 2024, paired with the paid Target Circle 360 tier and a branded card.
- Walmart+Walmart's paid membership bundling delivery, fuel savings, in-store scanning, and streaming benefits.
- CVS ExtraCareOne of the longest-running large US retail programs: ExtraBucks Rewards on spend, plus a paid ExtraCare Plus tier.
- myWalgreensWalgreens' program that replaced Balance Rewards in 2020, moving from points to a cash-value currency.
- Kroger PlusKroger's free loyalty card built on Points and personalized digital deals, with a paid Boost membership on top.
- The Nordy ClubNordstrom's tiered program open to cardholders and non-cardholders, converting points into Nordstrom Notes.
- REI Co-op MembershipA member-owned cooperative: a one-time membership makes shoppers part-owners and pays an annual member reward.
- Nike MembershipNike's free membership: access to exclusive products, apps, and experiences rather than a points balance.
- H&M MembershipH&M's free digital membership, also branded H&M Club, that rewards both purchases and non-transactional actions.
- IKEA FamilyIKEA's free membership, built on member pricing and in-store perks, with a points currency added in the United States in 2025.
- Spin PremiaFEMSA's loyalty ecosystem anchored by OXXO stores and the Spin by OXXO wallet, spanning multiple partners.Runs on GRAVTY®
- SHAREMajid Al Futtaim's app-based rewards ecosystem across its malls, Carrefour, VOX Cinemas, and hotels.Runs on GRAVTY®
- Sam's Club membershipWalmart's warehouse club pass: Club at $60 or Plus at $120 a year, with Plus paying 2% back in Sam's Cash on club spending, up to $750.
- Pro XtraThe Home Depot's loyalty program for contractors: Member, Elite and VIP tiers, Perks taken as Pro Xtra Dollars or tool rental, and paint savings up to 20%.
- My Bath & Body Works RewardsBath & Body Works' free points program: points earn a Reward for one free item with a ticket price up to $18.95, plus a birthday gift.
- Petco Perks and Vital CarePetco's membership: free Petco Perks earns points toward Petco Cash, and Petco Perks Premier costs $24.99 a month for a dog or cat. Vital Care was its earlier two-tier plan.
- MyLowe's RewardsLowe's free points program for home shoppers: Bronze, Silver from $500 and Gold from $2,000 a year, with every 500 points turned into $5 of MyLowe's Money.
- Encore (formerly Old Navy Navyist Rewards)Old Navy's side of Gap Inc.'s Encore program, which replaced Navyist Rewards in 2026: 5 points per $1, three tiers and 30% off with a new card.
- My Best BuyBest Buy's membership ladder: a free tier, Plus at $29.99 and Total at $199.99 a year, with points for paid members and store cardholders.
- Staples Easy Rewards (formerly Staples Rewards)Staples' points program since February 2024: 1 point per $1, 200 points for $1 off, three bonus categories and points for recycled ink and toner.
- Encore (formerly Gap Good Rewards)Gap Good Rewards is now Encore, Gap Inc.'s cross-brand membership: points worth 1% back, 5% on its cards, plus fashion drops and events.
