Ulta Beauty and PacSun launched an exclusive fashion-and-beauty collaboration on July 28, 2026, at PacSun’s SoHo store in New York City, bringing together curated beauty kits and apparel designed for self-expression. The limited-edition collection pairs PacSun’s fashion perspective with Ulta Beauty’s beauty expertise, marking a strategic partnership in a retail landscape where fashion and beauty are increasingly blended.
The collaboration includes two curated beauty essentials kits: The Lip Statement Kit and The Glow Authority, featuring top brands such as Starface World, Drunk Elephant, NYX Professional Makeup, and Fenty Beauty. The collection also features an exclusive PacSun x Ulta Beauty Limited-Edition Hoodie emblazoned with the phrase “Who’s Gonna Stop Us,” giving customers a complete look from apparel to makeup.
Richard Cox, Chief Merchandising Officer of PacSun, stated in the press release: “At Pacsun, we’re always looking for new ways to connect with our community through partnerships that feel authentic to their lifestyle. Our partnership with Ulta Beauty brings together two brands that celebrate self-expression, confidence and individuality.” Kelly Mahoney, Chief Marketing Officer at Ulta Beauty, added that the partnership is “a celebration of individuality and creativity” and extends Ulta’s “Rewrite the Rules” summer campaign, which encourages guests to express themselves boldly and explore personal style.
The collection launched at PacSun’s SoHo store on July 28 and expanded to more than 100 PacSun locations nationwide and online on August 6. The beauty kits became available at select Ulta Beauty stores, on ulta.com, and on TikTok Shop beginning August 2, while the hoodie rolled out on Ulta’s platforms starting August 6.
The partnership reflects Ulta Beauty’s broader strategy to position itself as a one-stop destination for younger consumers who blend fashion, wellness, and beauty. According to retail analysis firm Simply Wall St, the Pacsun collaboration, combined with recent launches like plusOne sexual wellness products and Ice Spice’s fragrance debut, reinforces Ulta’s role as “a key platform where fashion, wellness, science-led skincare, and celebrity-driven products intersect for younger shoppers.” This strategy aligns with Ulta’s existing growth catalysts around assortment expansion and reaching Gen Z audiences through exclusive brands and differentiated in-store experiences.
PacSun has announced several high-profile partnerships in recent months, including collaborations with Hawaiian Tropic, Formula 1, and Angel City Football Club. The Ulta Beauty partnership signals both retailers’ commitment to cross-category retail and the growing trend of fashion and beauty brands working together to engage younger, digitally-native consumers.
Sources
- PRNewswire — Official press release announcing the Pacsun x Ulta Beauty collaboration, collection details, launch dates, and quotes from executives.
- Retail Dive — Coverage of the collaboration including beauty kits, hoodie details, and context on PacSun’s recent partnership announcements.
- Simply Wall St — Analysis of Ulta Beauty’s investment narrative and how the Pacsun partnership fits into the company’s broader strategy for Gen Z reach and assortment expansion.
