Ulta’s 21 Days of Beauty began March 7th and will last until March 27. New brands and sales that have never been seen before, all thanks to Ulta’s new CEO. The old president and CEO, Dave Kimbell, retired in January. Leaving the company to former president and Chief Operating Officer, Kecia Steelman.
Anteriorly, many complained about the lack of good brands on sale, products nobody needed on sale; causing many to turn their backs on Ulta’s 21 Days Of Beauty.
Due to the new CEO, there are new brands such as NudeStix, Benefit, Kylie Cosmetics and more on sale. Here is what to look out for.
The viral Maracuja Juicy Lip Balm sold by Tarte, is on sale for $13 dollars. Previously, it was $26 dollars. This is a go-to product, adding moisture and glossy shades of nudes to a broad variety of bold colors.
Beauty enthusiasts rave about this product, such as Araceli Garza, who bought the product at full price. “I did not regret paying for this product at full price, it has been in my purse for months and has not run out yet.” Garza Said, “But I will be grabbing another shade at Ulta, I love it.”
An OG Primer, The POREfessional Pore Minimizing Primer is on sale for $17.50. Its original price was $37. This primer creates a matte finish, minimizing the appearance of pores and has been a cult classic ever since it came out. Its reliable formula has not changed and that is why many have kept it in their makeup bag and daily routine.
Apart from regular makeup products, there are also hair products and makeup brushes that have gone on sale. Such as the Ouai Anti- Frizz cream, a popular brand that is usually expensive. It is $14 dollars on sale and $28 regularly. IT cosmetics’s brushes are also on sale, ranging from $10-15 dollars for trending and classic brushes.
One of the most surprising items on sale is the IT cosmetics CC cream, regularly it is $47 and with 50% off it is $23.50. Although it isn’t a big deal, the CC cream has not been on sale for a long time. The brand is considered prestigious, with most products over $30 dollars and the only thing being on sale in the past being their makeup brushes.
The CC cream has been used by many MUAS which are makeup artists, such as Daniela Anaid who studied cosmetology in Mexico and received a certificate for makeup as well. “I’ve tried the newest products, the newest foundations and the most expensive ones.” Anaid said, “But, I will always gravitate towards the CC cream by IT cosmetics, it is moisturizing but still remains full coverage.”
Overall, Ulta’s 21 Days Of Beauty is the best it’s been in years. All thanks to the new CEO of the company, a woman who understands what fellow women want to see in the sales. Ulta is competing against Sephora, which is doing a similar sale.
Sephora has similar brands, but the prices range from 25% to the highest being 50%. This proving, Ulta has the upper hand with the newest products and brands that Sephora does not have ownership to. Said Garza, “Ulta understands the girls, what they need and has always been more affordable. I will definitely be buying a lot of things due to this sale, Ulta is where the best quality items are at.” Garza said.