Look, we've all been there. It’s 11:59 PM on a Sunday in late November, your thumb is hovering over a smartphone screen, and you're refreshing a page like your life depends on it. You aren't hunting for a new laptop or a discounted dishwasher. You’re waiting for the Ulta Beauty Black Friday ad to finally leak or drop officially. It happens every single year.
The hype is real.
Ulta has basically mastered the art of the "slow burn" when it comes to holiday marketing. While other retailers are screaming about 40% off electronics three weeks early, Ulta plays it a bit cooler. They wait. They let the rumors swirl on Reddit threads and TikTok "deal hunter" accounts. And then, they drop a digital circular that feels less like an advertisement and more like a manifesto for skincare junkies and makeup collectors.
Honestly, the sheer volume of products can be overwhelming. You’ve got prestige brands like Clinique and Lancôme sitting right next to "masstige" favorites and drugstore staples like e.l.f. or Nyx. It’s a lot to process.
What Actually Happens When the Ulta Beauty Black Friday Ad Hits
Usually, the ad isn't just one thing. It's a multi-page digital spread that outlines a week-long (or longer) siege on your bank account. In recent years, Ulta has moved away from the "one day only" madness. Thank goodness for that. Nobody wants to fight over a mascara tube at 5:00 AM after eating their weight in turkey and stuffing.
The Ulta Beauty Black Friday ad typically highlights "Beauty Busters." These are the heavy hitters. We’re talking 50% off high-end palettes that usually retail for $50 or $60. Or those massive "Best of" kits that brands like Benefit or Tarte put together specifically for the holiday season. If you aren't looking for these specific call-outs, you’re basically doing Black Friday wrong.
It’s not just about the discounts, though. It’s about the points. If you’re a member of the Ultimate Rewards program—and let’s be real, if you’re reading this, you probably are—the Black Friday period is when you rake in the multipliers. 5x points on certain brands? Yes, please. That’s how people end up with "free" $200 hauls in February.
The Prestige vs. Mass Divide
One thing that confuses people every year is the coupon situation. You know the one. The "excludes prestige brands" fine print that haunts our dreams. During the Black Friday sale, that rule often softens, but it doesn't disappear entirely.
The Ulta Beauty Black Friday ad usually clarifies which $3.50 off $15 coupons apply and which don't. Historically, the big "Hero" deals on brands like Dyson or Chanel (if they’re included) are strictly "as marked." You can't stack a generic coupon on a half-price Urban Decay palette. It sucks, but it’s the trade-off for getting such a steep discount upfront.
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Why Everyone Obsesses Over the "Free Gift with Purchase"
Let’s talk about the robes. Or the throw blankets. Or the giant shimmering bags filled with 20 different samples.
Ulta knows their audience. They know that if they offer a plush, oversized bathrobe with any $65 fragrance purchase, people will lose their minds. The Ulta Beauty Black Friday ad always features these "GWPs" (Gift with Purchase) prominently.
It's a psychological game.
You might not need a new perfume. But you want that robe. So you buy the perfume for your cousin, keep the robe for yourself, and feel like you've hacked the system. It's brilliant. These gifts usually go fast—sometimes within the first few hours of the online sale going live. If you see a bag or a blanket you like in the ad, you have to move. Fast.
The Midnight Launch Chaos
Online shopping has changed everything, but it hasn't removed the stress. Usually, the deals go live online the Saturday or Sunday night before Thanksgiving. This is where the Ulta Beauty Black Friday ad serves as your map.
You need to have your cart "pre-loaded." Sorta.
Expert shoppers will add their staples to the cart on Saturday morning. Then, when the clock strikes midnight and the prices flip to the Black Friday rates, they just hit "checkout." It’s the only way to ensure you get the limited-edition sets before they "Gray Out" on the site.
What Most People Get Wrong About the Ad
People assume everything is on sale. It isn't.
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If you look closely at the Ulta Beauty Black Friday ad, you’ll notice it’s very specific. It might say "50% off SELECT brands" or "Buy 2 Get 1 Free on SELECT hair care." If your specific, holy-grail shampoo isn't on that list, don't expect a discount just because it's Black Friday.
Also, the "doorbusters" are often available online. You don't actually have to go to the store. In fact, many people find that the online selection is better because stores run out of stock of the most popular items within an hour of opening.
Another misconception? That Cyber Monday is better.
Honestly, it’s a toss-up. Black Friday at Ulta is usually better for "sets" and "kits." Cyber Monday tends to focus more on "sitewide" percentage discounts or specific online-only brand deals. If you see something you love in the Black Friday circular, buy it. Don't wait for Monday thinking the price will drop further. It rarely does.
Strategies for Navigating the 2026 Season
You've got to be tactical.
First, check the "Coming Soon" section of the Ulta app. They usually give a sneak peek of the Ulta Beauty Black Friday ad there before it hits the mainstream coupon sites.
Second, pay attention to the "Hello Holidays" sale that usually happens a week or two before Black Friday. Sometimes, the deals are almost identical. If you can get your favorite moisturizer for 40% off in early November, why wait for the madness of late November?
The Role of Social Media Leaks
Reddit's r/Ultabeauty and r/MUAontheCheap are basically the unofficial headquarters for the Ulta Beauty Black Friday ad. Users there will often post scans of the physical ad weeks in advance.
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Why does this matter? Because it gives you time to research swatches.
There's nothing worse than buying a "deal" eyeshadow palette only to realize the pigment is chalky and the colors don't suit you. Use the lead time provided by the ad leaks to watch YouTube reviews or TikTok demos. Be an informed consumer, not just a reactive one.
The Specifics: What to Look For This Year
Based on years of tracking these circulars, there are a few "guaranteed" wins you’ll likely see in the next Ulta Beauty Black Friday ad:
- Mascara for $10-$15: Usually from brands like IT Cosmetics or Too Faced.
- The "Jumbo" Hair Care Event: Though this often happens in January, there are usually significant "pre-game" discounts on liters during Black Friday.
- $10 to $20 Skincare "Starters": Brands like First Aid Beauty or Mario Badescu love these price points.
- Fragrance Samplers: These are the best value because they usually include a voucher for a full-size bottle.
If you don't see these in the ad, something is weird. These are the pillars of the Ulta holiday strategy.
Navigating the "App-Only" Deals
Ulta has been pushing their app hard. Don't be surprised if the Ulta Beauty Black Friday ad contains QR codes or "App Exclusive" banners.
Sometimes, the best 24-hour flash sales aren't even in the printed ad—they’re pushed via notification. If you haven't enabled notifications for the Ulta app by the time Thanksgiving week rolls around, you’re going to miss the "hidden" deals that aren't technically part of the main ad spread.
Actionable Steps for Your Shopping List
Stop scrolling and start planning. If you want to actually "win" at Black Friday this year, here is what you need to do:
- Audit your vanity now. What are you actually running out of? Don't buy a fifth highlighter just because it’s 50% off. Focus on the expensive stuff you use every day—cleansers, night creams, and foundations.
- Download the Ulta App and sign in. Make sure your shipping address and credit card info are updated. You do NOT want to be typing in a CVV code at 12:01 AM while the site is lagging.
- Check your points balance. If you have $125 in points saved up, Black Friday is the time to use them. Combining "Point Wealth" with "Black Friday Discounts" is how people get $300 worth of stuff for literally zero dollars.
- Compare with Sephora. Ulta’s biggest rival usually runs "Daily Deals" at the same time. If a brand is sold at both, check which one offers a better GWP or more points.
- Screenshots are your friend. When the Ulta Beauty Black Friday ad finally drops, screenshot the pages that have your must-haves. It's much faster than scrolling through a 20-page PDF when you're in a hurry.
The Ulta Beauty Black Friday ad isn't just a list of prices; it’s a roadmap for the next six months of your beauty routine. Treat it with the respect (and the healthy skepticism) it deserves.
Don't let the shiny graphics distract you from the goal: getting the products you love at a price that doesn't make you feel guilty. Happy hunting. Stay caffeinated. And for the love of all things holy, make sure your Wi-Fi is stable before the sale goes live.