Ulta’s 21 Days of Beauty 2025: Event Impact and Category Performance Trends
Download our latest report on Ulta’s 21 Days of Beauty to see how shopper engagement and brand performance evolved during this year’s event.
Ulta’s 21 Days of Beauty remains one of the most influential retail events in beauty, driving shopper excitement and measurable lifts across key categories. The 2025 event delivered steady GMV growth, repeat shopper engagement, and standout performance from prestige brands. This report breaks down how the event shaped category trends, which brands gained the most traction, and what this means for future promotional strategy.
What’s in the Report
GMV and shopper engagement trends during the 21 Days of Beauty event
Category-level performance, including strength in makeup and skincare
Prestige brand leaders such as Estée Lauder, MAC, and Lancôme
Top-selling products and hero SKUs that drove event momentum
