Indiana residents who received Ulta Beauty marketing emails may be covered by a proposed class action alleging Ulta used subject lines announcing sale deadlines for offers that continued afterward, in violation of Indiana’s commercial email law. No class has been certified and there is nothing to file yet.
Allegations Only · No Settlement Yet
This article describes a class action complaint. The statements below are unproven allegations. Ulta Salon, Cosmetics & Fragrance, Inc. has not been found liable, there is no certified class, and nothing to claim at this time. This page is informational and is not legal advice.
What Is This About?
Two Indiana women filed a proposed class action against Ulta Salon, Cosmetics & Fragrance, Inc. in Marion County Superior Court in August 2026. In September the case was moved to the U.S. District Court for the Southern District of Indiana, where it is Sears v. Ulta Salon, Cosmetics & Fragrance, Inc., No. 1:26-cv-02026.According to The Indiana Lawyer, the suit says Ulta sent marketing emails with subject lines and banners announcing that sales were ending, when Ulta knew the same deals would continue, often into the next day. It brings the claim under Indiana’s Deceptive Commercial Electronic Mail Act. Ulta did not respond to the outlet’s request for comment, and none of the claims have been proven.
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The Emails at Issue
The Indiana Lawyer reported two examples from the complaint. On February 17, 2025, Ulta sent an email with the subject line “Say bye to $10 off $50 or $20 off $100,” which said the offer ended that day. The next day, another Ulta email said the same $10-off deal ran through February 22.The complaint also points to “LAST DAY” and “LAST CHANCE” banners on a 50%-off sale, which it says created false scarcity because Ulta knew the deals would continue past the “last” day. It further alleges Ulta runs its email campaigns through Oracle and Salesforce Marketing Cloud, tracking when recipients open messages, and uses location data to target Indiana residents.
What Indiana’s Email Law Says
Indiana’s Deceptive Commercial Electronic Mail Act bars sending a commercial email that contains false or misleading information in the subject line to an address the sender knows, or has reason to know, belongs to an Indiana resident. A recipient who wins a case under the law is entitled to an injunction, actual damages or, if actual damage is not proven, $500 for each violating email, plus reasonable attorney’s fees. The statute gives a defense for a good-faith error that happened despite reasonable procedures to avoid violations.Washington has a similar law, and Ulta Beauty is one of dozens of retailers sued under it; OCA’s guide to Washington CEMA email lawsuits lists those cases. Comparable “ends today” claims have been filed against Michaels and H&M.
What the Lawsuit Seeks
According to The Indiana Lawyer, the plaintiffs ask for an injunction and damages for themselves and the proposed class of Indiana residents. The article did not give the full class definition.What Happens Next?
The case was moved to federal court in September 2026. The court has not ruled on whether the claims can go forward. There is no settlement, no certified class and no claim form.Questions
What does the Ulta email lawsuit claim?
It claims Ulta sent Indiana residents marketing emails whose subject lines announced that sales were ending when the same offers continued afterward. According to The Indiana Lawyer, one example is a February 17, 2025 email saying a $10-off-$50 deal ended that day, followed the next day by an email saying the same deal ran through February 22.
What law is the Ulta lawsuit based on?
Indiana’s Deceptive Commercial Electronic Mail Act, which bars commercial emails with false or misleading information in the subject line sent to Indiana residents. A recipient who wins and cannot prove actual damage is entitled under the statute to $500 for each violating email, plus an injunction and attorney’s fees.
Is this the same as the Washington Ulta email lawsuit?
No. Ulta Beauty is also among the retailers sued under Washington’s Commercial Electronic Mail Act. The Indiana case is a separate suit under a different state’s law, on behalf of Indiana residents.
Is there any money to claim from the Ulta Indiana lawsuit?
No. There is no settlement, certified class or claim form. If the case settles or a class is certified, class members would be notified of any way to take part.
Sources
• The Indiana Lawyer, “Hoosier plaintiffs accuse Ulta Beauty company of manipulating consumer behavior in federal lawsuit” (September 23, 2026): The Indiana Lawyer• Indiana Code 24-5-22, Deceptive Commercial Electronic Mail: Indiana Code (Justia)
