Ulta 21 Days of Beauty: How the Sale Works and When It Runs
By Laura Jordana · Editor
Published Oct 10, 2026 · 4 min read
In this guide
Ulta’s 21 Days of Beauty is three weeks of daily markdowns, usually 50% off a short list of products that changes every day. The deals are real, but they are narrow, they sell out, and some only show up in the app. Here is how the event works and how to shop it without buying things you don’t need.
When it runs
Ulta’s own event page says 21 Days of Beauty “happens twice a year, in March and September, and lasts for three weeks.” Here are the 2026 dates:
| Event | Dates | Weekly windows |
|---|---|---|
| Spring 2026 | Mar 6 to Mar 26, 2026 | Mar 6 to 12, Mar 13 to 19, Mar 20 to 26 |
| Fall 2026 | Aug 28 to Sep 17, 2026 | Aug 28 to Sep 3, Sep 4 to 10, Sep 11 to 17 |
Both 2026 events are over. Going by the pattern, the next one is expected around March 2027, but Ulta had not announced dates as of October 10, 2026.
How the daily deals work
During fall 2026, each day’s deals went live at midnight Central Time and lasted 24 hours, while supplies lasted. Ulta calls them Daily Beauty Steals, and most are 50% off a specific product and size.
Read the size before you get excited. A steal is sometimes a smaller or older version of the product, so the price per ounce may not beat a regular sale. A few rules of thumb:
- Some deals were app-first or app-only in 2026, so check the app if a deal is missing on the website.
- Popular items can sell out in the first hours, and a sold-out steal does not come back at that price later in the day.
- Weekly deals run alongside the daily ones, so a product you want might be on a longer offer the same week.
Member perks and the catch
Ulta Beauty Rewards is free to join, and coverage of the 2026 events reported that Platinum and Diamond members typically got early access and free shipping on select Beauty Steals. For how the tiers and points work, see our Sephora vs Ulta rewards comparison.
The catch is the same as any flash sale. Fifty percent off a product you never use still costs money, and shipping on a small order can eat the saving if you don’t qualify for free shipping. Ulta’s gifts with purchase also have their own minimums, and our samples with purchase guide covers how those thresholds work.
Buy steals at Ulta itself. Third-party marketplace listings that mimic the sale price are where counterfeit beauty products tend to show up.
US vs Canada: what Canadian shoppers can use instead
If you shop in the US, you can also line Ulta’s sale up against Sephora’s spring and holiday events. Our Sephora sale calendar lists the recent dates and tier discounts.
A simple plan for the next event
- Write down the five products you use up most often, with their regular prices.
- Check the app each morning of the event for those items only.
- Compare the steal’s size and price per ounce against the regular price.
- Group purchases to reach free shipping instead of placing several small orders.
Sources checked October 2026: Ulta: 21 Days of Beauty, Ulta: international FAQ, Ulta investor FAQ, NewBeauty: Ulta 21 Days of Beauty fall 2026, NewBeauty: Ulta 21 Days of Beauty spring 2026.
Frequently asked questions
When is Ulta 21 Days of Beauty?
Ulta says it happens twice a year, in March and September, for three weeks. In 2026 the spring event ran March 6 to 26 and the fall event ran August 28 to September 17. The next one is expected around March 2027 but was not announced as of October 10, 2026.
What time do the daily deals start?
Each day's deals went live at midnight Central Time and lasted 24 hours, or until stock ran out, during the fall 2026 event.
Can I shop 21 Days of Beauty from Canada?
No. Ulta's international FAQ says ulta.com does not ship to international addresses, and Ulta has no stores in Canada. Canadian shoppers can watch the Sephora Savings Event or Shoppers Drug Mart beauty points events instead.
Do I need to be an Ulta Beauty Rewards member?
Joining is free, and some perks during the event, such as early access and free shipping on select steals, have gone to higher-tier members. Membership in Ulta's rewards program is limited to US residents.
