Ulta Beauty’s ’21 Days of Beauty’ Fall Sale: A $50M Shopping Extravaganza
Ulta Beauty, the beauty giant, is currently in the midst of a shopping frenzy as its flagship ’21 Days of Beauty’ fall sale enters its final week, running until September 18, 2025. This massive retail event features over 250 daily and weekly deals with discounts of up to 50% off from top brands including Lancôme, Elemis, and Benefit Cosmetics.
The bi-annual sale has earned a reputation as one of the most anticipated shopping events in the beauty industry. New daily steals are launched every 24 hours at midnight CT, keeping the excitement alive throughout the sale period. This fall’s edition includes both traditional flash sales and new “Weekly Beauty Steals” that give customers an entire week to purchase discounted cult favorites.
Ulta Beauty’s strategic timing aligns with fall beauty refresh trends, as consumers stock up on seasonal essentials from skincare to makeup. Diamond and Platinum members receive free shipping on any Beauty Steal purchase, while non-members can enjoy free same-day delivery on orders over $35.
The retailer’s aggressive promotional strategy comes at a time when competition in the beauty industry is intensifying. This is particularly true with Amazon gaining market share as the largest U.S. beauty retailer.