Honestly, the biggest mistake people make with the Ulta 21 Days of Beauty 2025 sneak peek is waiting for a paper calendar to show up in their mailbox. Those days are kinda gone. Ulta has basically rebranded the whole thing as the "Semi-Annual Beauty Event," and with that name change came a massive shift in how they drop information. If you're still looking for a 21-day grid to print out and stick on your fridge three weeks early, you're going to be disappointed.
They’ve moved to a "weekly drop" model.
The 2025 Spring Schedule Shakeup
For the Spring 2025 event, the dates ran from March 7 through March 27. Unlike the old days where we knew everything on day one, Ulta now reveals the next week’s "Beauty Steals" every Wednesday. It’s a bit of a tease, really. You’ve got to be glued to the app if you want the jump on things.
The strategy is clear: they want you checking back constantly. It's smart business, but a total pain if you like to plan your budget a month out.
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What’s interesting about the 2025 event is the introduction of "Weekly Steals." In the past, if you missed a 50% off deal on a Monday, you were just out of luck. Now, they’ve started tagging certain brands—think BareMinerals or Tarte—to stay at 50% off for the entire seven-day stretch.
Why the Name Change Actually Matters
You’ll hear people still calling it 21 Days of Beauty because, well, habits die hard. But calling it the Semi-Annual Beauty Event isn't just corporate fluff. It signaled a move to include more hair care and "wallet-friendly" duos. We're seeing more than 250 deals per event now. That’s a lot of noise to filter through.
The Heavy Hitters: What We Saw in the Sneak Peek
The 2025 Spring sneak peek was heavy on "skin-streamlining." People are tired of 12-step routines. The products that sold out the fastest were the multitaskers.
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- Lancôme Genifique Ultimate Recovery Serum: This was a massive win at 50% off ($31 instead of $62).
- Bobbi Brown Extra Plump Hydrating Lip Oil: Everyone is obsessed with lip oils right now, so seeing this at $19.50 was a highlight.
- Urban Decay All Nighter Setting Spray: A staple. It always shows up, and it always sells out.
- Fenty Beauty Gloss Bomb: Seeing both the Heat and Cream versions for around $11-$13 made the "sneak peek" leaks go viral on TikTok.
One thing I noticed? The tools. 2025 is the year of the "at-home blowout" still going strong. The Drybar Mixologist and various Bio Ionic curlers were slashed by half. When you're talking about a $200 tool, a 50% discount is a huge deal. It’s way more impactful than saving five bucks on a mascara.
How to Actually "Win" This Sale
Most people just browse. Don't do that. You'll end up with three new highlighters you don't need.
- Check the App on Wednesdays: This is the new "sneak peek" day. The deals for the following Friday-Thursday drop then.
- Diamond and Platinum Perks: If you’ve spent the money to hit these tiers, use the free shipping. There is no minimum spend on Beauty Steals for top-tier members. You can buy a single $11 eyeliner and not pay for shipping.
- The Target Loophole: Remember that Ulta at Target often carries these same deals. If Ulta.com sells out (which happens by 10 AM sometimes), check Target’s site.
The Fall 2025 Outlook
Looking ahead to the Fall 2025 leg of this event, the pattern usually holds for late August through mid-September. Specifically, we saw it run from August 29 to September 18 in 2025.
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Expect the "sneak peek" for the fall to lean heavily into repair products. Sun damage is real, and Ulta knows it. We saw a lot of Sunday Riley CEO Glow and Dermalogica in the early leaks for the back half of the year.
Misconceptions About "Steals"
Not every 50% off deal is a "steal" for you. Honestly, some brands use this sale to clear out inventory of shades that don't sell well. Always check if the "Beauty Steal" applies to the whole line or just "select shades." There’s nothing worse than getting hyped for a foundation deal only to find out your shade is the only one at full price.
Also, the "Weekly Steals" are often different from the "Daily Steals." The daily ones are almost always the prestige, high-demand items. The weekly ones tend to be the "restock" items—shampoos, cotton pads, or lesser-known skincare brands.
Actionable Strategy for the Next Event
To make the most of the next cycle, start moving your "must-haves" into your Ulta "Saved for Later" list now. When the Wednesday sneak peek drops in the app, you can quickly scan your list to see if your favorites are hitting the 50% off mark. If you see Anastasia Beverly Hills Brow Wiz or Clinique Take The Day Off on the list, set a calendar alert for that specific date. These items are the "loss leaders" for Ulta; they bring you in hoping you'll buy a full-price perfume while you're there. Stay disciplined. Stick to the steals.
Next Steps for Your Beauty Budget:
- Audit your current stash: Figure out what will actually run out in the next 3-6 months.
- Turn on Ulta App notifications: It’s the only way to get the Wednesday "drop" alerts before the influencers post them.
- Check your rewards balance: Use your points during the sale to make that 50% discount feel like 100% off.