Observed Signal · Oct 31, 2026 · Campaign Launch · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Selena Gomez and Tate McRae Star in Ulta Beauty Holiday Campaign
Ulta Beauty has launched its holiday campaign 'The Magic Starts with You', featuring pop stars Selena Gomez and Tate McRae. The campaign continues the Mrs. Claus storyline from last year, with Sandra Gray reprising the role. One spot highlights Rare Beauty's brow gel set, marking the brand's first retail expansion beyond Sephora since February. Another spot features Tate McRae's new fragrance, Tate 01, which launched in October during Paris Fashion Week and is exclusive to Ulta in the U.S. The campaign was created by Tamara Group and directed by Nema Vand. It rolls out across TV, streaming, digital, social media, and in-store experiences starting October 31. Ulta also introduced its first 25 Days of Beauty Advent Calendar.
The campaign demonstrates the growing convergence of retail media and influencer-driven brand partnerships, highlighting how retailers like Ulta leverage celebrity-owned beauty brands to drive holiday sales. It underscores the importance of exclusive product launches and omnichannel marketing in the retail media landscape.
Track Ulta Beauty Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your Polaris7 workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Ulta Beauty launched its holiday campaign 'The Magic Starts with You' on October 31, 2026.
- The campaign features Selena Gomez and Tate McRae, both of whom have beauty brands sold at Ulta.
- Ulta began carrying Rare Beauty in February 2026, marking its first retail expansion beyond Sephora.
- Tate McRae's new fragrance Tate 01 launched in October during Paris Fashion Week and is exclusive to Ulta in the U.S.
- The campaign was created by Tamara Group and directed by Nema Vand.
Connected Companies & Entities
1 Entity mapped“Ulta Beauty launched its holiday campaign 'The Magic Starts with You' featuring Selena Gomez and Tate McRae.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Rare Beauty launches Greek mythology-inspired global campaign
Rare Beauty, founded by Selena Gomez, launched a global campaign for its second fragrance, Rare Beginnings, featuring a 45-second hero spot directed by Hans Neumann, inspired by Greek mythology and the nymph metaphor for self-revelation. The campaign, created with Fred & Farid Paris, spans social, out-of-home, retail, and paid digital channels, with painterly stills. The fragrance is exclusive to Sephora. Meanwhile, Piper Sandler's Teen Survey reports teen spending rose 6% year-over-year in fall 2026, with apparel up 7% but footwear down 1%. Athletic brands' fashion share dropped to 29% from 32%, while specialty retailers like American Eagle and H&M gained. Target and On gained ground, and Amazon remains dominant online.
Pacsun, Ulta Beauty Debut Curated Beauty Collaboration
Pacsun and Ulta Beauty launched a limited-edition fashion and beauty collaboration centered on self-expression, debuting two curated beauty essentials kits and an exclusive hoodie. The beauty kits include products from brands such as Drunk Elephant, NYX Professional Makeup and Fenty Beauty. The collection first opened at Pacsun’s SoHo store, and will expand to more than 100 Pacsun locations and Pacsun’s online store on Aug. 6. The beauty kits will be sold at select Ulta Beauty stores, on Ulta’s website and on TikTok Shop beginning the following Sunday, while the hoodie becomes available through Ulta on Aug. 6. Pacsun’s Chief Merchandising Officer Richard Cox and Ulta Chief Marketing Officer Kelly Mahoney framed the partnership as a way to celebrate self-expression and extend Ulta’s summer “Rewrite the Rules” campaign.
Sephora Taps Seth Rogen for Holiday Gift-Giver Campaign
Sephora has cast actor Seth Rogen in its holiday advertising campaign, targeting consumers who are less familiar with beauty products but seek thoughtful gifts. The 'We All Sephora' campaign features Rogen as a clueless shopper who needs guidance from an in-store beauty adviser, thereby highlighting Sephora's expert services. The campaign will run across connected TV, linear TV, streaming, and social media in the U.S. and Canada. The teaser included temporarily renaming a Sephora store in Los Angeles to 'Sethpora.' Agency Gut New York developed the campaign, with Jason Woliner directing. Sephora's parent LVMH reported strong growth for the brand. This partnership follows previous celebrity collaborations with Mariah Carey and Billy Eichner.
Receive all future signals for Ulta Beauty & competitors in your briefing
Never miss material M&A deals, leadership changes, account wins, or product rollouts. Polaris7 monitors 20,000+ primary sources 24/7, delivering verified telemetry directly into your executive briefing.