Ulta Beauty Launches Holiday Campaign With Star Talent
The nationwide campaign features Selena Gomez and Tate McRae as part of the retailer's new holiday season push.
Updated on Oct. 31, 2026 in Beauty
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Do celebrity partnerships in holiday advertising make you more likely to shop at that retailer?
Ulta Beauty has unveiled its latest holiday campaign, titled The Magic Starts with You, featuring Selena Gomez and Tate McRae. The brand also introduced its first-ever 25 Days of Beauty Advent Calendar as part of the seasonal marketing effort.
Why it matters
The campaign aims to emphasize that shoppers deserve to experience the joy of the holiday season. By integrating high-profile stars, the brand seeks to connect more deeply with consumers looking for giftable beauty items.
The new 25 Days of Beauty Advent Calendar serves as a centerpiece for the retailer's holiday collection. Rare Beauty products have been available at the store since February 2026, while the Tate 01 fragrance debuted exclusively at the retailer in October 2026.
The players
Selena Gomez
She is an actress and entrepreneur whose brand, Rare Beauty, is featured in the new campaign.
Tate McRae
She is a singer and performer who recently launched her debut fragrance, Tate 01, at the retailer.
Sandra Gray
She is an actress featured in the holiday campaign, where she plays the character of Mrs. Claus.
Tamara Group
This creative agency was responsible for producing the retailer's latest holiday advertisements.
Nema Vand
He is the director who oversaw the filming of the holiday spots for the brand.
The details
Created by the Tamara Group and directed by Nema Vand, the campaign features actress Sandra Gray portraying Mrs. Claus. The advertisements will run across TV, streaming platforms, digital channels, social media, and within retail store experiences.
Timeline
Ulta began carrying Rare Beauty products in February 2026.
Tate McRae launched the fragrance Tate 01 in October 2026.
The holiday campaign launched on October 31, 2026.
Culture Shift
This campaign aligns with the broader industry trend of leveraging celebrity-founded beauty brands to capture younger market segments. By prioritizing social media-integrated content, the retailer is actively adapting to shifting consumer expectations regarding brand authenticity and digital accessibility.
Shoppers can expect to see the new campaign content across their favorite streaming and social platforms as they prepare their holiday lists. The inclusion of new exclusive products like the 25-day advent calendar provides customers with a structured way to discover or gift beauty items this season.
The takeaway
Retailers continue to lean on star power to turn traditional holiday shopping into a curated entertainment event. Consumers can look for these exclusive celebrity collaborations in-store or online to simplify gift hunting while staying aligned with current trend cycles.
Further reading
For more trends in the industry, visit the Beauty section.
Source note: This article includes information reported by Adweek.
Live Poll
Do celebrity partnerships in holiday advertising make you more likely to shop at that retailer?
