Ulta Beauty’s 2026 holiday campaign features a star-studded cast spanning fashion, music, sports, pop culture and celebrity beauty brand founders.
The US beauty retailer’s ‘The Magic Starts With You’ festive campaign encourages consumers to make time for themselves through the holiday season and embrace the magic of the festive period.
It is supported by celebrity beauty brand founders, including Rare Beauty’s Selena Gomez and singer Tate McRae, who recently launched her own fragrance line, Tate 01.
“The holidays are often about giving to others, but we believe there is something equally powerful about making time for yourself,” said Kelly Mahoney, Chief Marketing Officer, Ulta Beauty.
“That is the inspiration behind our ‘The Magic Starts with You’ holiday campaign.
“Following the success of last year’s campaign, we are bringing Mrs Claus back to tell the next chapter of her story, this time reminding us that the people who make the season magical deserve to experience its wonder, too.
“And with the support of incredible beauty entrepreneurs like Selena Gomez of Rare Beauty and Tate McRae of Tate 01, we are bringing that message to life in a way that celebrates beauty, self-expression, and the joy of treating yourself.
“This season, we want our guests to remember that they deserve a little holiday magic of their own.”
Beyond the core campaign, Ulta Beauty is also tapping into wider cultural moments through a social-first element centred around its pink bag.
The ‘Pink Bag Energy’ campaign sees a cast of celebrities – from social media stars Jack Innanen, Trisha Paytas and Quenlin Blackwell, to actors Madeline Cline (Outer Banks) and Chris Briney (The Summer I Turned Pretty), and models Elsa Hosk and Barbara Palvin – each posting a paparazzi-inspired photo featuring Ulta Beauty's signature pink holiday bag on Instagram.
Ulta Beauty also tapped into its famous founder community for the campaign, with rapper Ice Spice and actresses Jennifer Aniston and Tracee Ellis Ross all taking part.
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