The gifting magic has officially arrived for the season with the launch of Ulta Beauty’s holiday campaign featuring not one, but two pop stars: Selena Gomez and Tate McRae. As retailers gear up for the most lucrative shopping period of the year, beauty giant Ulta Beauty is leaning heavily into star power, cultural relevance, and self-care messaging to capture consumer attention.
Building on last year’s holiday ad, Mrs. Claus (played by Sandra Gray) is back for season 2 this winter to remind shoppers that “The Magic Starts with You.” While Mrs. Claus spread holiday cheer alongside Paris Hilton, Khloé Kardashian, and Kylie Jenner in previous seasonal activations, Gomez and McRae, both of whom founded beauty brands sold in Ulta, take center stage this year. This strategic shift highlights not only the retailer’s roster of high-profile talent but also its expanding portfolio of exclusive and marquee brands that drive foot traffic and digital engagement.
Created by Tamara Group and directed by Nema Vand, the campaign features distinct spots designed to showcase the pop stars alongside their signature products. One spot opens on Mrs. Claus in the Ulta Beauty Holiday Workshop asking for a gift for her niece; it cuts directly to Selena Gomez holding a perfectly packaged Rare Beauty brow gel set. This placement underscores a major milestone for Gomez’s cosmetics line: Ulta began carrying Rare Beauty in February, marking the brand’s first major retail expansion beyond Sephora since its inception. Bringing Rare Beauty into the fold has allowed Ulta to tap into Gomez’s massive, highly engaged global fanbase, bridging the gap between digital fandom and brick-and-mortar retail experiences.
The other spot highlights Tate McRae’s new fragrance, Tate 01, which launched in October during Paris Fashion Week and is exclusive to Ulta in the U.S. By securing the domestic exclusive for McRae’s fragrance debut, Ulta continues to position itself as a premier destination for Gen Z and millennial beauty enthusiasts seeking trend-forward, celebrity-backed products. The synergy between McRae’s rising pop superstardom and her custom fragrance launch provides the campaign with an energetic, contemporary pulse that resonates deeply with younger demographics.
Behind the glittering lights, festive workshop sets, and celebrity cameos lies a deliberate messaging strategy crafted by Ulta Beauty’s executive team. The campaign addresses a universal pain point of the winter season: the exhaustion that comes with trying to orchestrate perfection for everyone else.
“The holidays are such a special time, but they can also become so focused on making everything magical for everyone else that we forget to enjoy those moments ourselves,” Ulta Beauty chief marketing officer Kelly Mahoney said. “At the heart of ‘The Magic Starts with You’ is reminding our guests that they deserve to experience the joy and wonder of the season.”
Starting today (Oct. 31), “The Magic Starts with You” will roll out across TV, streaming, digital, social media, and in-store experiences. The multi-channel rollout ensures that consumers will encounter the festive campaign regardless of how or where they choose to shop. Furthermore, the campaign will play into Ulta Beauty’s viral “Pink Bag Energy” on Instagram, leveraging user-generated content, influencer marketing, and interactive digital spaces to build momentum as the holiday shopping season accelerates.
The integration of digital-first elements like “Pink Bag Energy” reflects Ulta’s broader strategy of blending physical retail excitement with online community building. Whether customers are browsing aisles decorated for the holidays or scrolling through Instagram feeds, the campaign aims to maintain a consistent, uplifting presence that reinforces the joy of beauty gifting.
Kelly Mahoney emphasized the authentic connections both artists share with Ulta’s consumer base, noting that their individual involvement elevates the campaign beyond traditional holiday advertising.
“Both Selena and Tate connect with our guests in ways that feel deeply authentic and personal. We love being able to celebrate Rare Beauty and Tate 01 while bringing their individual personalities directly into our holiday campaign,” Mahoney said.
For Selena Gomez, the collaboration is also an opportunity to advocate for personal well-being amidst the holiday rush. Her involvement with Rare Beauty has always centered around mental health awareness, self-acceptance, and breaking down unrealistic perfection standards—themes that fit neatly into Ulta’s overarching holiday narrative.
“The holidays are meant to be spent with those you love, but they’re also a reminder to step back and take care of yourself too. I hope that Ulta Beauty guests can enjoy celebrating the holidays with their favorite Rare Beauty must-haves this year,” Gomez added in a statement.
Beyond the star-studded commercials and digital activations, Ulta Beauty is bolstering its holiday offerings with tangible treats for shoppers. Alongside the campaign launch, Ulta Beauty also debuted its first 25 Days of Beauty Advent Calendar, offering beauty enthusiasts a daily surprise throughout the countdown to December. With additional product launches and exclusive holiday kits still in store for the gifting season, the retailer is positioning itself to capture consumer dollars early and maintain momentum all the way through the final days of December.
