Hello, beauty lovers!
If you’ve ever felt that little thrill when you see the words “50% off” on a high-end mascara or a luxury serum, then you already know about Ulta 21 Days of Beauty. It’s like the Super Bowl for beauty fans, but instead of a trophy, you win a bathroom cabinet full of amazing products without breaking the bank.
Now, I know what some of you in the UK might be thinking: “But Ulta is in the US!” You’re right. But in our global world, a great deal is a great deal. Many of us use forwarders like Forward2Me or have friends across the pond. And let’s be honest, the brands featured are often the same ones we covet here.
The 21 Days of Beauty sale can also feel a little… overwhelming. A different set of deals every day for three weeks? How do you know what to buy?
That’s where this guide comes in. We’re not just listing deals. We’re creating a smart, strategic shopping plan. We’re going to split the battlefield into two camps: the Skincare Lovers (who live for serums and a dewy glow) and the Makeup Junkies (who can’t resist a new eyeshadow palette or a perfect lipstick).
Also Read: 5 Unexpected Ways to Use the Caudalie Beauty Elixir in Your Skincare Routine
Ready? Let’s dive into how you can conquer Ulta’s 21 Days of Beauty 2025.
First Things First: What Is Ulta’s 21 Days of Beauty?
For anyone new to this, let’s break it down simply.
Ulta Beauty is a huge American beauty retailer, a bit like a massive Boots that also has high-end department store brands. Twice a year (once in spring and once in autumn), they host their famous “21 Days of Beauty” sale.
How it works:
- 21 Days of Deals: The sale runs for 21 days.
- Daily Steals: Each day, a new selection of products is on sale, often at a whopping 50% off.
- Limited Time: Most deals are for 24 hours only, from one midnight to the next (US Central Time).
- Beauty Steals: Some days also feature “Beauty Steals” – usually a single, high-demand item at an even bigger discount.
A Quick Note for UK Shoppers:
- Shipping: Ulta does not ship directly to the UK. You will need a package forwarding service. These companies give you a US address. You ship your Ulta order there, and they forward it to your UK home. Always check their rules on shipping cosmetics.
- Timing: Remember the time difference! The deals go live and end at US Central Time. Plan your shopping so you don’t miss out.
Also Read: A Deep Dive into Wander Beauty’s Dual-Ended Wonders
Your Pre-Sale Game Plan: How to Prepare Like a Pro
Don’t wait for the sale to start! The best shoppers are the most prepared ones. Here’s your to-do list.
1. Find the Calendar and Study It
About a week or two before the sale starts, Ulta releases the full 21-day calendar. You can find it on their website or in their email newsletter. Sign up for their emails! This calendar is your treasure map. Print it out, save it to your phone, and highlight the days that matter to you.
2. Audit Your Stash
Open your makeup bag and look at your skincare shelf. What are you running low on? Is your favourite foundation nearly empty? Are you down to your last moisturiser? Make a list of what you genuinely need. This will stop you from impulse-buying a product just because it’s cheap.
3. Create a Wishlist & Set a Budget
Now, look at the calendar. Which products on sale are you genuinely curious about? Which ones have you wanted to try forever but couldn’t justify the price? Add them to your wishlist. Then, be realistic. How much can you afford to spend over these three weeks? Set a budget and try to stick to it. It’s easy to get carried away!
4. Understand Ulta’s Points System
Even if you’re in the UK, the points system can be worth it if you shop at Ulta regularly (via a forwarder). It’s one of the best loyalty schemes in the business. You earn points on every purchase, and these points turn into money off future orders. You can learn all about it on their Ultamate Rewards page. During 21 Days of Beauty, your points can stack on top of the already amazing deals!
The Skincare Lover’s Strategic Shopping Guide
Attention, glow-getters! This section is for you. For skincare lovers, 21 Days of Beauty is the perfect time to stock up on expensive serums and treatments at a fraction of the cost. Here’s what to look for and why.
The Holy Grail Categories for Skincare
1. Vitamin C Serums
Why Buy? Vitamin C is a powerhouse antioxidant. It helps brighten your skin, fade dark spots, and protect against environmental damage. A good one is often pricey, so 50% off is a huge win.
What to Look For: Brands like Sunday Riley, Kiehl’s, or Dermalogica often feature their bestsellers. Look for serums in opaque, airless packaging to keep the vitamin C stable and effective.
2. Hyaluronic Acid Hydrators
Why Buy? Hyaluronic Acid is a moisture magnet. It can hold up to 1000 times its weight in water, making it perfect for plumping up skin and reducing the look of fine lines. It’s a staple in any skincare routine.
What to Look For: Whether it’s a serum from The Ordinary (incredibly affordable already, but a steal at half-price) or a more complex formula from Lancôme, this is a no-brainer purchase.
3. Retinol Treatments
Why Buy? Retinol is the gold standard for fighting signs of ageing and acne. It speeds up cell turnover, smoothing texture and clearing congestion. Professional-grade retinol can be an investment, making the sale the ideal time to buy.
What to Look For: Brands like SkinCeuticals, Peter Thomas Roth, or Dr. Dennis Gross often have their retinol products on sale. If you’re new to retinol, start with a low concentration to avoid irritation.
4. Luxury Moisturisers & Eye Creams
Why Buy? This is where you can save the most money. A high-end moisturiser from Tatcha or an eye cream from Clinique can transform your skin but often comes with a steep price tag. Snagging these at half-price feels like a major victory.
Pro Tip: If you find a moisturiser you love, consider buying two pots. This will keep you stocked up for months!
A Sample “Skincare-Only” Shopping List
- Day 1: A brightening Vitamin C Serum.
- Day 5: A hydrating Hyaluronic Acid serum for under your moisturiser.
- Day 12: A nourishing overnight mask to wake up with glowing skin.
- Day 18: A potent Retinol treatment (for evening use only!).
- Day 21: A luxurious moisturiser to seal in all the goodness.
The Makeup Junkie’s Strategic Shopping Guide
Calling all lipstick collectors and eyeshadow enthusiasts! For you, this sale is about experimenting with new colours and formulas without the guilt. Let’s talk tactics.
The Holy Grail Categories for Makeup
1. Prestige Mascara
Why Buy? Mascara needs to be replaced every 3-6 months for hygiene reasons. So, it’s the perfect product to stock up on during the sale. Why pay full price for a luxury lash-lift in a tube?
What to Look For: Brands like Too Faced (Better Than Sex), Tarte (Maneater), and Lancôme (Monsieur Big) are frequently featured. Buy one, get one for your handbag!
2. Foundation & Complexion Products
Why Buy? Finding your perfect foundation is like finding a soulmate. When you see it on sale, you commit. This is your chance to try that famous foundation from NARS or IT Cosmetics that you’ve been eyeing.
What to Look For: If you can’t get colour-matched in person, use online tools like Ulta’s Foundation Shade Finder. Remember, you can often mix shades to get your perfect match.
3. Eyeshadow Palettes
Why Buy? A good eyeshadow palette is an investment in creativity. Whether you love neutral everyday looks or bold, colourful statements, getting a high-quality palette from Anastasia Beverly Hills, Urban Decay, or Morphe at half-price is a dream come true.
Pro Tip: Look for palettes with a mix of matte and shimmer shades. This gives you more versatility to create multiple looks.
4. Lipsticks & Lipliners
Why Buy? Because you can never have too many. This is the time to try that bold red or perfect nude from a luxury brand like MAC or Charlotte Tilbury.
What to Look For: If a lip liner is on sale, grab it in a universal shade that goes with many lipsticks. A good liner makes even a cheap lipstick look expensive.
A Sample “Makeup-Only” Shopping List
- Day 3: A new volumising mascara.
- Day 8: A long-wearing lipstick in a classic shade.
- Day 11: A versatile eyeshadow palette for day-to-night looks.
- Day 15: A smoothing primer to create the perfect canvas.
- Day 20: A blinding highlighter for that gorgeous glow.
The Best of Both Worlds: Hybrid Heroes
Some of us live in the glorious middle ground. We love a great serum and a perfect red lip. These hybrid products are the ultimate wins during the sale.
What are they? These are makeup products packed with skincare benefits. Think foundations with hyaluronic acid, lipsticks with shea butter, or blushes with vitamin C.
Brands to Watch: IT Cosmetics is a master of this, with their famous CC+ Cream. Tarte also often features their Amazonian clay-infused products. Snagging these on sale means you’re getting double the value.
Pro Tips & Tricks for a Successful Sale
- Shop Early in the Day: Popular items sell out fast. Don’t wait until the last minute.
- Check the Fine Print: Some deals are “while supplies last” or require you to use a specific code at checkout.
- Combine with GWP (Gift With Purchase): Often, brands will offer a free gift bag if you spend a certain amount on their products. Time your big purchases to snag these extra goodies!
- Be Decisive: If you’ve wanted it forever, and it’s in your budget, buy it. Hesitation often leads to sold-out stickers and regret.
- Don’t Forget Tools: Sometimes, high-quality makeup brushes from brands like IT Cosmetics or Morphe are included. A good brush can change your entire makeup application.
Final Word: Shop Smart, Not Just Hard
Ulta’s 21 Days of Beauty is exciting, but the biggest saving is on a product you were going to buy anyway. Let this sale be an opportunity to thoughtfully upgrade your routine, try one or two new things you’re genuinely excited about, and feel the joy of getting a fantastic deal.
Happy shopping, everyone! May your carts be full and your bank account not too empty.
Useful Links for UK Shoppers:
Frequently Asked Questions: Mastering Ulta’s 21 Days of Beauty
1. When will the exact dates and calendar for the 2025 sale be released?
Ulta typically releases the full 21-day calendar about one to two weeks before the event begins. The spring sale usually kicks off in late February or early March, while the autumn sale starts in late August or early September. The most reliable way to get the calendar the moment it drops is to sign up for Ulta’s email newsletter and enable push notifications from the Ulta app. Beauty news websites and influencers also quickly dissect the calendar, so keeping an eye on your favourite sources is a great backup plan.
2. I live outside the US. How can I shop the sale from the UK or elsewhere?
This is the most common hurdle for international shoppers, but it’s surmountable. Ulta does not ship directly outside the US, so you will need to use a package forwarding service. Companies like Forward2Me or MyUS provide you with a US shipping address. You ship your Ulta order to this address, and the company then forwards the parcel to your international home. Be sure to factor in the additional costs for international shipping and customs fees, and check the forwarder’s policy on shipping cosmetics and liquids before you order.
3. What’s the difference between a “Daily Deal” and a “Beauty Steal”?
This is a key distinction for navigating the sale:
- Daily Deals: These are the core of the event. Each day features a new batch of products, often from different brands, at 30-50% off. These are available for a full 24-hour period.
- Beauty Steals: These are typically single, high-demand items offered at an even steeper discount, sometimes more than 50% off. They are often available for a limited time on a specific day and are known to sell out extremely quickly. Think of them as the “doorbuster” deals of the event.
4. As a skincare lover, what are the most worthwhile categories to invest in during the sale?
For skincare enthusiasts, the sale is a golden opportunity to invest in categories where the regular retail price is high, but the formulation is proven and effective. Prioritize these:
- Chemical Exfoliants (AHAs/BHAs): Products with glycolic or salicylic acid from brands like Sunday Riley or Dr. Dennis Gross are worth their weight in gold on sale.
- Potent Serums: Vitamin C, Retinol, and Peptide serums are often the most expensive items in a routine. A 50% discount on these makes a significant impact.
- Luxury Moisturizers & Sunscreens: Stock up on your daily workhorse products from high-end brands. The savings on a single jar can be substantial.
5. I’m a makeup junkie. Should I focus on staples or use this to experiment with new trends?
Adopt a balanced strategy: 70% staples, 30% experimentation.
- Stock Up on Staples: This is the perfect time to buy your holy-grail mascara, foundation, and setting spray. Since these are products you use and repurchase constantly, buying backups at half-price is a financially smart move.
- Responsible Experimentation: Use the discount to finally try that vibrant eyeshadow palette or bold lipstick you’ve been curious about. The reduced price lowers the risk of disappointment. It’s a much cheaper way to test a trend than paying full price.
6. How does the Ultamate Rewards program work with the sale, and is it worth it for international shoppers?
The Ultamate Rewards program is one of the most generous in retail. You earn points on every purchase (1 point per $1), which can be redeemed for money off future orders. During the sale, you’re earning points on already discounted items, effectively double-dipping on savings.
- For International Shoppers: It can still be worth it if you use a forwarder and plan to make multiple Ulta hauls throughout the year. The points you earn during the 21 Days of Beauty sale could be redeemed for a significant discount on a future order, helping to offset your forwarding costs. However, if this is a one-time purchase, the points may not accumulate enough to be useful before they expire.
7. What are the biggest mistakes people make during the 21 Days of Beauty?
The most common pitfalls are:
- Impulse Buying Everything: Just because it’s cheap doesn’t mean you need it. Stick to your pre-made wishlist and budget.
- Ignoring the Fine Print: Some deals are “One per customer” or require a specific promo code. Always read the details.
- Waiting Too Long: The best deals, especially on popular items and “Beauty Steals,” sell out fast. If you see a product you’re certain about, buy it early in the day.
- Forgetting to Stack Deals: Look for opportunities to combine the daily deal with a Gift With Purchase (GWP) offer from the same brand to maximize your haul.
8. Are there any “hidden gem” brands or categories I should watch for?
Absolutely. While the big names get the most attention, keep an eye on:
- Haircare Brands: Premium haircare from brands like Briogeo or Living Proof often appears and is a fantastic value.
- Skincare Tools: Look for deals on facial cleansing brushes from PMD or Foreo. These rarely see deep discounts.
- Cult-Favourite Drugstore Brands: Even already-affordable brands like The Ordinary or CeraVe sometimes feature, making their products practically steal.
9. What is the best return policy if something doesn’t work for me?
Ulta has a very generous and customer-friendly return policy. You can generally return new or gently used products within 60 days of purchase for a full refund. Keep your receipt or ensure the purchase is linked to your Ultamate Rewards account for a seamless process. For international shoppers using a forwarder, this becomes more complicated, as you would have to ship the item back to the US. Therefore, it’s crucial to do your research on shades and formulas before buying to minimize the need for returns.
10. This sounds overwhelming. What’s the one piece of advice for a first-timer?
Keep it simple. For your first 21 Days of Beauty, don’t feel pressured to shop every day or master every strategy. Pick one or two days that feature products you genuinely need or have wanted to try for a long time. Set a firm budget for yourself, and focus only on those days. This approach allows you to enjoy the thrill of the sale without the stress, buyer’s remorse, or a drained bank account. Think of it as a targeted mission, not a free-for-all.
