Let’s be real for a second. If you’ve ever paid full price for a prestige mascara or a high-end facial oil only to see it go on sale a week later, it hurts. It honestly does. That is why the Ulta Days of Beauty 2025 events—traditionally known as the 21 Days of Beauty—are basically the Super Bowl for people who care about their skin and their bank accounts.
Usually, these massive sale events happen twice a year. Once in the spring (March) and once in the fall (August/September). But 2025 is looking a little different because Ulta has been tweaking their branding. They’ve moved toward a more fluid "Semi-Annual Beauty Event" structure. It’s the same 21 days of 50% off deals, just under a slightly different banner.
If you're hunting for the Ulta Days of Beauty 2025 calendar, you've probably noticed it’s not just about the big names anymore. Sure, you’ll get the Peach & Lily and the Urban Decay. But the real wins this year are in the clinical skincare and the viral TikTok brands that rarely go on sale elsewhere.
What’s Changing with the Ulta Days of Beauty 2025 Schedule
Ulta isn't just sticking to the old script.
Historically, the spring event kicks off in mid-March. If you are looking at the 2025 calendar, expect the first wave to hit around March 9th or 16th. Why? Because Ulta loves a Sunday start. They want you browsing while you're drinking your morning coffee. It’s tactical.
The biggest shift we’re seeing for Ulta Days of Beauty 2025 is the integration of "App Exclusive" drops. In previous years, you could just walk into a store and grab whatever was on the flyer. Now? They are gating some of the best 50% off deals behind the Ulta app. If you aren't signed into your Ultamate Rewards account, you are literally leaving money on the table. It’s kinda annoying, but that’s the game now.
The fall event usually follows in late August. For 2025, industry insiders and past patterns suggest a start date of August 31st. This lines up perfectly with Labor Day weekend, which is peak "treat yourself" territory.
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The Logistics of 50% Off (And Why It’s Better Than Sephora)
Look, I love Sephora. But their sales are percentage-based across the whole store (usually 10-20%). Ulta’s Semi-Annual Beauty Event is different because it’s a deep dive into specific products. You aren't getting 10% off. You are getting 50% off.
That means a $40 serum becomes $20.
But there is a catch. Each deal only lasts 24 hours.
If you miss the window for the Sunday deals, they don't come back on Monday. They’re gone. This creates a weird sort of "beauty FOMO" that works exceptionally well for Ulta’s bottom line but can be exhausting for shoppers. To survive Ulta Days of Beauty 2025, you need a wishlist. Don't just browse. If you browse, you buy things you don't need just because they're half off. Do you really need a third purple eyeliner? Probably not.
Platinum and Diamond Perks
If you’ve spent enough at Ulta to hit Platinum ($500/year) or Diamond ($1,200/year) status, 2025 is your year.
One of the best "hacks" for the Ulta Days of Beauty 2025 is the free shipping threshold. Normally, you have to hit $35. During these sales, Diamond and Platinum members get free shipping on any Beauty Steal. This is huge. It means if a $12 eyebrow pencil is on sale for $6, you can buy just that pencil and have it shipped to your house for free. No filler items required.
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Brands to Watch in the 2025 Lineup
While the official daily calendar is usually kept under wraps until about a week before the launch, we can make some very educated guesses based on brand contracts and historical data.
- Peach & Lily: Their Glass Skin Refining Serum is a staple of these events. If it shows up in the Ulta Days of Beauty 2025 lineup, buy two. It’s one of the few products that actually lives up to the hype.
- COSRX: Expect the Snail Mucin Power Essence to make an appearance. It’s a cult favorite for a reason.
- First Aid Beauty: Specifically the Ultra Repair Cream. This usually drops in the fall event right when everyone's skin starts getting dry.
- Too Faced: They almost always include a version of the Born This Way concealer or one of their palettes.
A lot of people think these sales are just for old inventory. That’s a myth. Brands use these 24-hour windows to acquire new customers. They know that if you buy their $30 foundation for $15 and love it, you'll probably come back and pay $30 for it next time. It’s a loss-leader strategy.
Strategies for Navigating the App and Website
The Ulta website has a habit of getting "glitchy" during the first few hours of a big steal.
Pro tip: Load your cart the night before. If you know the sale starts at midnight CT, have your items ready. Sometimes the price won't reflect the discount until 12:01 AM or 12:05 AM. Don't panic. Refresh the page.
Also, check the "Online Only" vs "In-Store & Online" labels. During Ulta Days of Beauty 2025, some of the best prestige brands (like Chanel or Hourglass, though they rarely participate) might be online exclusives. If you drive all the way to your local Ulta and they don't have it, that’s a wasted trip.
The Target Factor
Don't forget about Ulta at Target.
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In 2025, the partnership between Target and Ulta is tighter than ever. Many of the 50% off steals are mirrored at Target. This is a massive "cheat code" because Target’s shipping is often faster, or you can use your RedCard for an extra 5% off the already discounted price. Plus, you can do a drive-up order and have someone bring your half-price mascara to your car while you're in your pajamas.
Common Mistakes to Avoid During the Sale
I've seen people get way too excited and overspend.
First, check the expiration dates. If you're stocking up on "clean beauty" brands, remember they don't have the same preservatives as traditional makeup. Buying four bottles of a natural facial oil might seem smart during Ulta Days of Beauty 2025, but if it goes rancid in six months, you’ve wasted money.
Second, don't ignore the "Daily Beauty Steal" versus the "Weekly Deals." Ulta usually has a secondary set of sales that last the whole week. These are typically 20-30% off. They are fine, but they aren't the main event. Focus your energy on the 50% off items.
Real-World Value: Is It Actually Worth It?
Honestly? Yes.
If you look at the math, the Ulta Days of Beauty 2025 is one of the only times you can get prestige skincare for drugstore prices. We’re talking about brands that are sold at Neiman Marcus and Nordstrom being priced at $15 to $25.
However, be wary of the "New Brand" features. Sometimes Ulta uses these slots to push brands that aren't selling well. Read the reviews on independent sites—not just the Ulta site—before you pull the trigger on a brand you've never heard of.
Actionable Steps for the 2025 Sales
- Download the App Now: Turn on notifications. Ulta sends out "surprise" steals that aren't on the printed calendar.
- Check Your Points: If you have 2,000 points, that’s $125 in "Ulta cash." Using points on top of a 50% off sale is how you get $300 worth of makeup for essentially nothing.
- Map Your Skincare: Look at what you're about to run out of. If your moisturizer is at 20%, wait for the sale. Don't buy it now.
- Set Calendar Alerts: When the Ulta Days of Beauty 2025 calendar drops, put your must-haves in your phone with an alarm for 12:00 AM. The hottest items (like the Dyson attachments or high-end palettes) sell out by 8:00 AM.
- Verify the "Steal": Sometimes brands will offer a smaller size of the product for the sale. Make sure you are getting the full-size version.
The 2025 events represent a shift toward more conscious spending. With inflation still being a thing, people are moving away from mindless hauls and toward calculated restocks. Treat these 21 days as a restocking window for your "holy grail" products rather than a time to experiment with twenty new things you might hate. Stick to the plan, grab the 50% off deals, and keep your points for the holiday sets later in the year.