Ulta Beauty Launches Holiday Campaign and Calendar
The national retailer’s new holiday push features celebrity collaborations and a limited-edition beauty advent calendar.
Updated on Oct. 31, 2026 in Beauty
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Ulta Beauty has kicked off its holiday campaign, titled The Magic Starts with You, featuring celebrities Selena Gomez and Tate McRae. The retail push also marks the debut of the company's first 25 Days of Beauty Advent Calendar for U.S. shoppers.
Why it matters
The campaign reflects the retailer's seasonal shift to focus on customer-centric experiences during the winter months. Shoppers can now explore the holiday collections and exclusive product launches through the company's various retail and digital channels.
The retailer introduced a 25-day holiday advent calendar as part of a multi-channel marketing effort. While the campaign is now live across streaming and social platforms, the total nationwide inventory level for the holiday-specific collection remains undisclosed.
The players
Selena Gomez
An entertainer and founder of Rare Beauty, a makeup and skincare brand focused on self-acceptance and mental health awareness.
Tate McRae
A singer and dancer who recently collaborated with the retailer for the exclusive launch of her fragrance, Tate 01.
Ulta Beauty
A national beauty retailer that provides a wide range of cosmetics, fragrances, and skin care products through in-store and online channels.
The details
The marketing effort, directed by Nema Vand and produced by Tamara Group, uses a series of spots to promote the message that customers deserve seasonal joy. This initiative highlights products such as Rare Beauty, which joined the company in February 2026, and Tate McRae's fragrance, Tate 01, which launched in October 2026. These products are integrated into the holiday strategy to drive consumer engagement across digital, television, and in-store touchpoints.
Timeline
February 2026: Ulta Beauty began carrying Rare Beauty products.
October 2026: Tate McRae launched the Tate 01 fragrance.
October 31, 2026: The holiday campaign officially launched and began its rollout.
Health Landscape
The 25 Days of Beauty Advent Calendar signifies a broader industry trend of retailers curating multi-product seasonal kits to encourage experimentation with various formulations. This approach reflects an evolving retail landscape where beauty brands prioritize experiential, discovery-based shopping.
Shoppers interested in new products can explore the campaign through in-store, digital, and social media platforms. As with all new beauty products, it is worth checking ingredient labels for any known sensitivities before beginning a new skincare or fragrance routine.
The takeaway
The holiday season is an ideal time to evaluate your beauty routine through seasonal product discovery. If you have specific skin sensitivities, keep a list of your known allergens handy to cross-reference with any new products you consider trying this winter.
Further reading
Learn more about the latest developments in Beauty for your holiday gift considerations.
Source note: This article includes information reported by Adweek.
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Do celebrity partnerships in holiday advertising make you more likely to shop at that retailer?
