If you’ve spent any time in a suburban strip mall or scrolling through TikTok's "Get Ready With Me" videos, you know the drill. Twice a year, beauty enthusiasts lose their minds over a specific three-week window. Honestly, it’s basically the Super Bowl for people who prefer hyaluronic acid over touchdowns. We’re talking about the Ulta 21 Days of Beauty 2025 ad, and if you’re trying to plan your vanity restock, the timing is everything.
Every year, rumors start swirling about which prestige brands will hit that 50% off mark. It’s always a mix of the heavy hitters—think Peach & Lily, MAC, or Clinique—and some newer, "indie" brands that Ulta is trying to push into the mainstream. But let's be real for a second. Not every "deal" in the ad is actually a steal. Some of it is just clearing out old stock before a brand reformulates. You’ve got to be smart about what you actually click "buy" on.
Why the Ulta 21 Days of Beauty 2025 Ad Matters This Year
Retail is weird right now. Prices are up, everyone is feeling the "vibecessity" of luxury beauty but struggling with the actual cost, and Ulta knows it. That's why the Ulta 21 Days of Beauty 2025 ad is expected to be more aggressive than previous years. In 2024, we saw them rebrand the event briefly to "Sema-Annual Beauty Event," which, frankly, confused a lot of people. It felt corporate. Cold. But for 2025, word on the street is they are leaning back into the classic "21 Days" branding because it’s what people actually search for and recognize.
Timing is the first thing you need to pin down. Traditionally, the Spring event kicks off in mid-to-late March. If the 2025 calendar holds true to form, we’re looking at a start date around March 9 or March 16, 2025. The Fall version usually drops in late August. Why does this matter? Because if you’re about to drop $50 on a prestige mascara in February, you’re probably making a mistake. Just wait.
The ad itself usually leaks about a week before the event starts. Platinum and Diamond members often get a sneak peek in their mailboxes or through the app. If you aren't checking the "Messages" tab in your Ulta app, you're missing the easiest way to see the daily steals before the general public swarms the website at 12:00 AM CST.
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What’s Probably Going to Be in the Ad
Predicting the exact products is a bit of a science. Ulta loves a pattern. They almost always include a "powerhouse" serum. In previous years, the Lancôme Advanced Génifique or the Estée Lauder Advanced Night Repair have made appearances. For 2025, keep an eye out for brands like Osea or Live Tinted. Ulta has been heavily investing in their "Sparked" program, which highlights emerging brands, so it’s a safe bet that at least three or four days will be dedicated to these newer names.
- Skincare Staples: Expect to see the Peach & Lily Glass Skin Refining Serum. It’s a cult favorite for a reason. If it hits the 50% off mark, it sells out within hours.
- Hair Care: Brands like Redken and IGK are staples in these ads. Look for the "Dry Shampoo" days—they’re usually the busiest.
- Makeup: MAC lipsticks or Urban Decay eyeliners are the bread and butter of this event.
Honestly, the best way to handle the ad is to look for the stuff you already use. Don’t get sucked into a "deal" for a blue eyeshadow palette you’ll never touch just because it’s half-price. That’s how they get you.
The Strategy Nobody Talks About: Online vs. In-Store
Most people think the Ulta 21 Days of Beauty 2025 ad is the same regardless of how you shop. It’s not. Not exactly.
Ulta has started doing "Online Only" steals. These are often the high-end, niche products that they don't stock in every single physical location. If you see something you want, check the fine print in the ad. If it says "Online Only," don't bother driving to the store. On the flip side, shopping in-store can be a lifesaver if the website crashes—which it has been known to do during peak hours.
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There's also the "Diamond and Platinum Exclusive" days. If you’ve spent enough at Ulta to hit those tiers, you usually get access to a few extra deals that aren't even in the main ad. This is where the real value is. Sometimes they’ll throw in a full-sized gift with purchase that ends up being worth more than the item you actually bought. It’s a bit of a game, honestly.
Managing the App and the Cart
The Ulta app is your best friend and your worst enemy during this 21-day stretch. Pro tip: Put the items you want in your cart the night before they go on sale. When the clock strikes midnight central time, the price should automatically update. If it doesn't, refresh. Don’t wait until 8:00 AM when you wake up, because the "hot" items—especially anything from Dyson (though they rarely go 50% off) or Shark—will be long gone.
Also, shipping. Unless you’re a Diamond member, you usually have to hit a certain threshold for free shipping. If you’re only buying one $15 eyeliner, the $7 shipping fee basically kills the "50% off" discount. Try to bundle your "must-haves" or see if you can do "Buy Online, Pick Up In Store" (BOPIS). It saves you the shipping cost and ensures nobody grabs the last bottle off the shelf before you get there.
Is It Still Better Than Sephora's Sales?
This is the age-old debate. Sephora usually does a percentage off your entire purchase (10%, 15%, or 20% depending on your tier). Ulta’s 21 Days of Beauty is 50% off specific items.
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If you want one specific high-end serum, Ulta wins every single time. 50% is a massive discount that Sephora rarely touches. However, if you want to restock your entire routine and your brands aren't on the "Daily Steal" list, Sephora’s blanket discount is better.
But here’s the kicker: Ulta’s points system is vastly superior. At Sephora, points get you tiny samples or a $10 discount if you have a ton of them. At Ulta, points are straight-up cash. If you buy your 50% off steals during a "2x" or "5x" points event (which often overlaps with the Ulta 21 Days of Beauty 2025 ad), you’re basically getting paid to shop. It’s math that actually makes sense for once.
Common Mistakes to Avoid When the Ad Drops
Look, we’ve all been there. You see a "Daily Steal" for a brand you’ve heard of, you panic-buy three bottles, and then you realize it’s for oily skin and you’re as dry as a desert.
- Ignoring the "App Exclusive" tag: Ulta is pushing their app hard. Some of the best deals in the 2025 ad won't even be on the website or in the physical flyer. You have to have the app.
- Not Checking the "Free Gift with Purchase" (GWP) section: Sometimes, if you spend $35 on a specific brand, you get a bag of 10 samples. If your "Daily Steal" is $20, find a $15 item from the same brand to trigger that GWP. It’s almost always worth it.
- Forgetting about Target: Since Ulta and Target are basically married now, many of the 21 Days of Beauty deals are mirrored at "Ulta at Target." If Ulta sells out, check Target’s website. It’s a secret backdoor to the deals that many people forget about.
Actionable Steps for the 2025 Event
To actually come out ahead when the Ulta 21 Days of Beauty 2025 ad finally goes live, you need a plan. Don't just wing it.
- Audit your vanity now. What are you actually running low on? Make a list of your "holy grail" products.
- Check your points balance. If you have $50 in points saved up, you can use them on top of the 50% discount. That’s how you get a $100 serum for literally zero dollars.
- Mark your calendar. Once the ad leaks (usually on Reddit or Instagram first), literally put "Ulta Buy" in your phone calendar for the specific days your items are on sale.
- Download the app and turn on notifications. They will send a "Daily Steal" reminder every morning. It’s annoying, sure, but it’s effective.
- Compare with the 2024 ad. Often, Ulta repeats brands but swaps the products. If Sunday Riley Good Genes was on sale last year, maybe the C.E.O. Glow will be on sale this year.
The Ulta 21 Days of Beauty 2025 ad is essentially a test of patience. If you can wait until the sale to restock your essentials, you’ll save hundreds of dollars over the course of the year. Just remember that these deals are one-day-only. If you miss the window for that specific cleanser, it’s gone, and it’s not coming back until the Fall event. Stay sharp, watch the leaks, and don't buy things you don't need just because the price tag looks pretty.