Behind the Label: Company X puts BYOMA skincare on the Map at Ulta Beauty World

Somewhere between a skincare launch and a mini-festival, there’s a place where levitating serum bottles float above a crowd, a DJ spins in front of a neon-lit charm bar, and mascots dressed like bottles of toner dance with store managers and influencers. That’s not Coachella, it’s a trade show.

And the masterminds behind it? A Los Angeles-based creative agency called Company X Marketing, who just might be the future of experiential beauty.

At this year’s Ulta Field Leadership Conference and Ulta Beauty World, Company X didn’t just help BYOMA show up, they made the brand unmissable. In a sea of more than 2,500 vendors, their booth wasn’t just seen. It was felt, shared, and talked about long after the music faded.

Company X lives in the creative underground of the beauty world, where marketing meets art direction and chaos meets chemistry. Their mission? To make people feel a brand before they even read the label.

“Anyone can design a booth,” Brian Lucy, co-founder of Company X Marketing, tells us. “We build an experience people want to talk about. Our goal is always to create that moment when someone stops scrolling, looks up, and thinks, wait, what is this?”

That “what is this?” moment is what Ulta’s entire expo floor felt like when BYOMA took over. Think high-gloss chaos: floating 3D serum bottles, an interactive “Bop BYOMA” game (imagine whack-a-mole meets skincare education), a glowing charm bar inspired by BYOMA’s 5-Step System, and a live DJ spinning while mascots danced with beauty pros. The result wasn’t just Instagram-ready. It was a collision of play and performance that made skincare feel more like nightlife than retail.

Trade shows are usually the definition of sensory overload, fluorescent lights, branded backdrops, rows of perfectly aligned bottles. Company X blew that formula up. They understood something most marketers forget: people don’t remember a brand, they remember a feeling.

Over two days, the installation pulled in 2,500 Ulta store managers, then a sold-out crowd of 1,500+ consumers the following day. They handed out 2,500 samples, activated 80+ influencers, and generated 50+ new industry leads. But the real win? The virality. Booth content racked up 125,000+ video views, with top beauty creator @ninaghoulina bringing in another 226K views from her coverage.

At its core, Company X’s genius lies in how it blurs the line between art installation and marketing strategy. It’s retail as performance. Brand as theater. It’s not just social media traffic, it’s cultural traffic.

“Marketing used to be about selling products,” continued Lucey. “Now it’s about staging emotions. You can’t just tell people your serum works, you have to make them feel like it’s magic… if you can make someone dance, laugh, or feel seen, that’s the kind of brand memory that lasts.”

In an industry that’s constantly chasing what’s next, Company X isn’t following the beauty trends.
They’re creating them. Their process fuses psychology, storytelling, and street culture with the structure of high-end production design. They don’t start with data, they start with human behavior.

BYOMA’s booth was pure magic. Levitating bottles drew the eye, but the sound, movement, and community kept people there. To experience more of BYOMA’s Ulta takeover, follow along @CompanyXMarketing.

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