Designing for Experience and Efficiency: Ulta Beauty Collection’s New Fixture System Reflects the Future of Retail

As the beauty industry evolves, the most successful retail environments are those that enhance how shoppers explore while simplifying life for the teams who manage them. Ulta Beauty’s new fixture system for the Ulta Beauty Collection shows how thoughtful design can do both – creating a presentation that’s clear, inviting, and built for the future.

Developed in close collaboration with Array teams, the project reimagines the gondola as more than a display. It’s a fixture designed to reflect how people want to experience beauty today: open, engaging, and accessible. Every detail, from shelf angles to lighting and material finishes, was considered to ensure easy navigation, full product shade visibility, and seamless day-to-day efficiency. Behind the scenes, modular engineering allows flexibility for staff and consistency across stores, helping the system evolve with future product launches and brand updates.

The Ulta Beauty Collection reimagines the brand’s in-store presence to resonate with Gen Z while reinforcing its premium positioning in an approachable, ownable way. Rounded arches, illuminated frames, and cascading shelves create a clear, welcoming layout that invites discovery – encouraging guests to test, explore, and find their perfect match. Sustainability and clean beauty values are expressed through warm tones, exposed cork accents, and responsibly sourced materials. These elements make environmental responsibility feel authentic and visible, reflecting a brand that understands that beauty and responsibility go hand in hand.

Every aspect of the new fixture system was designed to work as smoothly for store teams as it does for guests. Modular backstock components, including newly engineered systems for organization and replenishment, make resets and product introductions effortless. Balanced lighting and carefully angled shelves improve visibility while reducing maintenance, creating an experience that feels both efficient and elevated. What makes this system effective is how design and practicality work hand in hand. Open sightlines, easy navigation, and clear product organization enhance the shopping experience, while operational simplicity reduces friction for those maintaining it every day. It’s design that supports both performance and presentation.

The Ulta Beauty Collection update reflects a broader shift in retail – one where experience, discovery, and efficiency are designed together, not traded off. “This project demonstrates how insight-led design can create a store that’s fun, easy to explore, and intuitive to manage. Collaborating with the Ulta team to balance shopper experience with efficiency, while highlighting sustainability and clean beauty, was truly rewarding.” said Nicholas Crawford, Creative Design & Development Manager at Array.

For shoppers, it feels modern, fresh, and easy to explore. For teams, it’s reliable, adaptable, and simple to manage. The new fixture system is more than an update – it’s an example of how design driven by insight and collaboration can elevate everyday beauty retail, blending style, sustainability, and smart functionality to meet the needs of today’s shopper.

Want to see how UBC comes to life in-store? Check it out by visiting arraymarketing.com/work/ulta-beauty-collection.