21 Days of Beauty - New Brands & Beauty Products

21 Days Newness 21 Days Newness

color obsessions

Big. Bold. And a touch of shine. From eye-catching shadows to dauntless lips, meet the hues headlining the season.

Best for: Embracing fall colors
with a
touch of your own.

beautiful boosts

Plump, volumize, repeat. This season is all about easy ways to elevate your look. Start with these.

Best for: Leveling up your everyday look.

radiance ready

Glow on, show off. Illuminating ingredients like vitamin C, probiotics and goat milk have us crushing on this newness.

Best for: Adding some ‘bright’
to shorter days.

hype-worthy hydration

You dew you—these hydration-packed staples will handle the rest. Introducing the moisture-rich newbies we can’t stop talking about.

Best for: Giving dryer days a dose of moisture.


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 MAC, Urban Decay, IT Cosmetics and more. Plus, meet new brands on the block, like Beekman 1802, Kinship and KVD Vegan Beauty. Don’t forget to explore all of our 21 Days of Beauty offers from August 30-September 19, 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.

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