Alana Vandagriff | 

Ulta's 72-Hour Flash Sale: How to Shop the Sale in August 2024

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One thing we have learned from covering Ulta deals for years — the Ulta sale schedule never sleeps. They always have something going on, like the 72-hour Ulta Flash Sale (formerly known as the Forever Fabulous Sale), which is a great one for stocking up on beauty wants and needs. The bad news? You have to wait until August for it We predict it will return on Aug. 6, 2024.

Combine our Ulta savings hacks with the sale to stock up on brands like Urban Decay, IT Cosmetics, Philosophy, Estee Lauder, and Olaplex. During this sale, Ulta typically offers a lot of free gifts with purchase options and Ulta App exclusive offers.

And don’t sweat about returns. Become an expert on Ulta’s return policy before shopping. Spoiler alert: the return policy is pretty awesome.

Text HACKS to 57299 and be the first to know about the hottest deals each day.

The Ulta Flash Sale is an annual, 72-hour online sale with deals on makeup and skincare products.

The Ulta Flash Sale, formerly known as the Forever Fabulous Sale, is a limited-time event that occurs once a year, typically in early August. It's an online-only sale where shoppers can find discounts on various beauty products from popular brands like Urban Decay, IT Cosmetics, Philosophy, Estee Lauder, and Olaplex. During the sale, Ulta often offers free gifts with purchase and exclusive deals for users of their app. It's a good opportunity to stock up on makeup and skincare essentials.

KCL predicts the next Ulta Flash Sale will begin Tuesday, Aug. 6, 2024.


Ulta hasn’t officially announced the next date for their 72 Hour Flash sale, but based on what they've done in recent years, we here at KCL predict that it’ll take place starting Tuesday, Aug. 6, and ending two days later on Thursday, Aug. 8, 2024. 

How do we make our prediction?

The Ulta 72-Hour Flash Sale started as a one-day sale called Forever Fabulous before growing into a two-day sale in 2022. Then, in 2023, it became a three-day sale (with the new Flash Sale name). The sale has always taken place during the first week of August, and we expect that the Tuesday through Thursday pattern we saw in 2023 will repeat in 2024. 

Here are the start dates of the last several Ulta Flash Sales/Forever Fabulous Sales:

  • Tuesday, Aug. 1, 2023

  • Wednesday, Aug. 3, 2022

  • Wednesday, Aug. 4, 2021

  • Wednesday, Aug. 5, 2020

Best Deals From Ulta’s 72 Hour Flash Sale

hand holding pink makeup bag with gift set at ulta

You have three days only to shop these deals online before they leave and the Ulta app. Highlights from 2023 include 50% off IT Cosmetics Hello Results, $30 off the entire KISS brand line, 25% off Philosophy skin and bath, and 30% off IT Cosmetics.

Remember you get free shipping with orders over $35. Additionally, in 2023 there was a free 14 piece gift with select $75 online fragrance purchases ($80 value) up for grabs.

Here are the faves we hope to see again in 2024:

  • Revlon Hot Air Brush, $29.99 (reg. $59.99)

  • Kiss My Lash But Better False Lashes, $3.49 (reg. $4.99)

  • CeraVe Cleansers, $12.49 (reg. $19.99)

  • Olaplex No. 8 Bond Intense Moisture Mask, $21 (reg. $30)

  • IT Brushes Your Face & Eye Essentials Mini 5-pc Travel Brush Set, $21.70 (reg. $31)

  • Too Faced Born This Way Eye Shadow Palette, $26 (reg. $52)

  • Estee Lauder Major Eye Impact Trio Firm + Lift + Brighten Skincare Set, $53.90 (reg. $77)

Secrets for Shopping the Sale

Don't take the Ulta 72-Hour Flash Sale at face value. Hack it for even better results with these shopping tips.

The Ulta app often has exclusive sales not available on the website.

A person's hand holding NYX ultimate edit eyeshadow palette in Ulta.

This is a digital sale, meaning you won't find it in-stores — only at and in the Ulta app. And in some cases, deals are app-exclusive, meaning if you don't open the app, you could be missing out on extra markdowns. Is this a way for Ulta to remind you to use their app? Yes. But do we want access to those extra deals? Also yes.

  • Example: On the second day of the sale in 2023, we saw 30% of NYX Professional Makeup Eyeliner if you used the app.

Pair sale items and eligible free gifts with purchase.

ulta 72 hour beauty sale

You'll often find that brands included in the sale have free gifts with purchase. If you're already buying enough to meet the threshold for one of those gifts, make sure to add it to your cart at checkout. Last year the minimum brand purchase for most free gifts was $50.

Use Ulta coupons on applicable sale items and take advantage of rewards point multiplier promotions.

Offering from the Ulta App

Unlike the Ulta Semi-Annual Beauty Event and Gorgeous Hair sale, the 72-Hour Sale doesn't have rotating "Beauty Steals." The bummer about Beauty Steals is that you cannot use Ulta coupons on them. However, for this sale, coupons are often in play (unless, of course, you're trying to use one on a prestige product that is excluded from said coupon).

If you’re a member of Ulta Beauty Rewards program and receive their emails, you got the following deals in your inbox in 2023:

  • $5 off $25 coupon (exclusions apply)

  • $10 off $40 on qualifying purchases when you buy online and pick up in-store or curbside (exclusions apply)

  • Earn 5x points on select Conscious Beauty Clean Ingredient brands

  • 3x points on participating hair products

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