Ulta's 21 Days of Beauty Sale Offers 50% Off Major Brands Through September 17
Ulta’s annual 21 Days of Beauty sale runs from August 28 to September 17, offering 50% off daily deals across makeup, skincare, and hair care. The event features rotating daily discounts and weekly promotions, with editor-approved picks from brands like Fenty Beauty, Lancôme, and Charlotte Tilbury. Shoppers can track specific dates for targeted savings, as the retailer releases a preview of daily deals to help consumers plan purchases. The sale includes both high-end and cult-favorite products, with some items marked down significantly compared to competitors like Sephora and Amazon.
Key points
- The sale spans 21 days, starting August 28 and ending September 17, with new deals released daily.
- Discounts are primarily 50% off, with some items at 25% off, covering categories like makeup, skincare, hair care, and fragrance.
- Ulta provides a day-by-day preview of deals, allowing shoppers to plan purchases for specific dates.
- Featured brands include Fenty Beauty, Lancôme, Charlotte Tilbury, Clinique, and M.A.C, with prices often lower than competitors.
- Weekly deals run alongside daily promotions, offering extended availability for select items like Too Faced mascara and Kopari Beauty cream.
Background
This sale follows Ulta’s previous promotional events, including Labor Day early deals in August 2026, which featured similar beauty discounts. The 21 Days of Beauty event is an annual tradition for the retailer, designed to drive sales during the fall season. Previous coverage in July 2026 highlighted Nordstrom’s Anniversary Sale, which also offered significant discounts on beauty products, indicating a competitive landscape for beauty retail promotions.
How outlets are covering it
The Cut emphasizes the strategic nature of the sale, highlighting the day-by-day preview and editor-approved picks, such as Live Tinted concealer and Clinique lipstick. NBC News focuses on the final week of the sale, noting that popular items may sell out quickly and recommending specific deals like Drybar blow dryers and Benefit lip tints. The Strategist (New York Magazine) frames the sale as a 'game show' with rotating daily and weekly deals, stressing the value of 50% discounts compared to other retailers. All three outlets agree on the significance of the sale but differ in their focus: The Cut highlights early-week deals, NBC News covers the final week, and The Strategist provides a broader overview of the event’s structure.
Why it matters
The 21 Days of Beauty sale is a major retail event that influences consumer spending in the beauty sector. With 50% discounts on popular brands, it offers significant savings for shoppers, potentially driving higher sales for Ulta and impacting competitors like Sephora and Amazon. The event’s structure, with daily and weekly deals, encourages repeat visits and increased engagement, making it a key driver of revenue for the retailer during the fall season.
What to watch
The sale will continue through September 17, with new daily deals released each day. Shoppers should monitor Ulta’s website for updates on specific dates and products, as some items may sell out quickly. Weekly deals will remain available throughout the event, offering extended opportunities to purchase select products at discounted prices. Post-sale, Ulta may announce additional promotions or restock popular items, depending on demand and inventory levels.
- The Best Ulta 21 Days of Beauty Deals of 2026 The Cut
- I’ve covered Ulta’s sales for over three years — these are the best deals from the fall 21 Days of Beauty Event NBC News
- Ulta's 21 Days of Beauty Event is here: Here's what we're eyeing Good Morning America
- $13 Clinique Black Honey and Other Deals From Ulta’s 21+ Days of Beauty Event New York Magazine
- Ulta's 21 Days of Beauty sale: Must-have deals on makeup, skincare and hair care ABC7 Chicago
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