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.
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, Kholé Kardashian, and Kylie Jenner in 2025, Gomez and McRae, both of whom founded beauty brands sold in Ulta, take center stage this year.
Created by Tamara Group and directed by Nema Vand, one spot opens on Mrs. Claus in the Ulta Beauty Holiday Workshop asking for a gift for her niece; it cuts to Gomez holding a perfectly packaged Rare Beauty brow gel set. Ulta began carrying Rare Beauty in February, marking the brand’s first retail expansion beyond Sephora.
The other highlights McRae’s new fragrance, Tate 01, which launched in October during Paris Fashion Week and is exclusive to Ulta in the U.S.
“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 campaign will also play into Ulta Beauty’s viral “Pink Bag Energy” on Instagram.
“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.
“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.
Ulta Beauty also launched its first 25 Days of Beauty Advent Calendar and has more product launches in store for the gifting season.
