21 Days of Beauty - New Brands & Beauty Products

The newest arrivals - beauty that makes you feel like your best self The newest arrivals - beauty that makes you feel like your best self


Glow getters. Multitaskers. Makeup that just makes you feel like your best self.

Only Here


Shape Tape Ultra Creamy Concealer

The iconic concealer, now in a creamy, hydrating version.

Only Here

Jacyln Cosmetics

Mood Light Luminous Powder

A magically shimmering multi-purpose powder.

Urban Decay

Naked Wild West Palette

A twist on the Naked palette you love and, bonus, it’s all vegan.


Even Better Clinical Serum Foundation Broad Spectrum
SPF 25

Foundation (with benefits) to correct, hydrate and smooth for 24 hours.

Benefit Cosmetics

They're Real! Magnet Extreme Lengthening Mascara

The magnetically charged core provides ultimate lift & length.

Too Faced

Plumped to the
Max Duo Lip
Plumper & Plumping Face Primer

Two plumping faves for firm skin and volumized lips.

KVD Beauty

Good Apple
Foundation Balm

Full coverage, silky finish, recyclable packaging—win,
win, win.


Problem solvers. Timesavers. And honestly, skincare that's just so much fun to use.

Only Here

Urban Skin Rx Pro Strength

HydraBalance Brightening Moisture Infusion

Clinical strength skincare proven to work on all skin tones.

Only Here

Peach & Lily

Transparen-C Spot Treatment

Shelf-stable vitamin C fades dark spots while soothing and hydrating.


Moisture Surge 100H
Auto Replenishing Hydrator

Supercharged hydration sinks deep into the skin for long-term benefits.


Moisture Melting Masque

Skin’s warmth melts this mask for maximum moisture.


Golden Booster
Vitamin C Serum

Brighten up with a vitamin C serum specially made for sensitive skin.

skin analysis

Understand your skin’s unique needs with
our virtual assessment (only on the app!)

Download Our App

all. the. bonus. points.
only during this event!

Discover your offer today.

Sign In

What will you discover during Ulta Beauty’s 21 Days of Beauty? Uncover 100s of new products and exclusives arriving just in time for Beauty’s Biggest Event. Think bold and natural makeup looks, colorful eyeshadow palettes, hydrating face moisturizers—even vitamin C serums. Find new products from brands you love—like M•A•C, Urban Decay, IT Cosmetics and more. Plus, meet new brands on the block, like Beekman 1802, Kinship and KVD Beauty. Don’t forget to explore all of our 21 Days of Beauty offers from March 14 - April 3, including daily Beauty Steals® at 50% off. Shop in store, online or download the app and look for exclusive online-only offers. Just joining the fun? Sign up for Ulta Beauty emails so you don’t miss another second of 21 Days of Beauty.