The annual holiday campaign is the most critical moment for any major beauty retailer, and Ulta Beauty’s 2025 strategy has delivered a cultural phenomenon. By assembling an unprecedented, generation-spanning cast—including Kylie Jenner, Khloé Kardashian, Paris Hilton, and Tina Knowles-Lawson—for their “Holiday Happens Here: The List” ad, Ulta has executed a masterclass in modern beauty marketing. This campaign is not merely selling products; it’s selling legacy, authenticity, and the very concept of beauty across demographics.
The Strategic Casting: Bridging Generations and Viral Buzz
The brilliance of this campaign lies in its intentional curation of contrasting, yet complementary, figures, utilizing a musical format based on “The 12 Days of Christmas” to give each star a focused spotlight:
- The Kardashian-Jenner Dynasty (Kylie Jenner & Khloé Kardashian): Their presence instantly anchors the ad in contemporary beauty commerce. Kylie Jenner provides the connection to Gen Z and Millennials, validating Ulta as the destination for viral trends and high-profile brands like Kylie Cosmetics. Khloé Kardashian brings a mature, relatable glamour, speaking to an older demographic focused on self-care and body acceptance. Their joint appearance amplifies their combined reach exponentially.
- The Y2K Icon (Paris Hilton): Paris Hilton’s involvement is a calculated nod to the dominant Y2K fashion renaissance. Her signature “That’s Hot” energy and inherent over-the-top glamour appeal to the nostalgic, aspirational consumer. She represents the spirit of gift-giving excess that defines the holiday season.
- The Matriarch (Tina Knowles-Lawson): The inclusion of Beyoncé’s mother, who charmingly sings her line, is the campaign’s emotional and viral anchor. She brings genuine warmth, wisdom, and, crucially, a direct link to Cécred (Beyoncé’s hair care brand). As confirmed by recent reports, her involvement, which included vocal coaching from Beyoncé and Blue Ivy, has already created massive organic social media traction, validating Ulta as the inclusive home for textured hair and legacy brands.
The Products in the Ad
The ad cleverly utilizes the “12 Days” structure to promote high-margin, high-demand gift sets and holiday-specific exclusives. Based on the visual evidence and Ulta’s current holiday inventory, the campaign strategically markets the following categories:
| Celebrity Moment | Advertised Gift Focus | Actual Product/Category Strategy |
| Kylie Jenner | Colour Cosmetics/Kits | Kylie Cosmetics Holiday Lip Kits (likely new metallic or festive shades); JoyBright by Ulta Beauty Box: Y2Cutie (a low-cost, high-value set). |
| Khloé Kardashian | Body & Wellness | Sol de Janeiro Cheirosa & Cheer Perfume Mist Trio or similar high-demand body care sets. |
| Paris Hilton | Fragrance/Accessories | Mini Fragrance Coffret Gift Sets (featuring brands like Ariana Grande or JLo) and Blinged-Out Holiday Tools (tweezers/lash curlers). |
| Tina Knowles-Lawson | Textured Hair Care | Cécred (Beyoncé’s brand), or major hair care brands like OLAPLEX Mini Essentials Hair Set or Pattern Beauty Kits. |
| General Focus | Gifting Value/Prestige | NARS Dolce Vita Cheek Set, Charlotte Tilbury Hollywood Superstar Glow Kit, and Holiday Advent Calendars (e.g., Kylie Cosmetics Advent Calendar). |
Market Impact and Aesthetics:
The visual and strategic execution of this campaign are perfectly tailored for the modern consumer.
- Aesthetic & Fashion: The ad embraces maximalist, opulent holiday glamour. The styling features rich sequins, jewel-toned velvets, and dramatic makeup (high-shine lips, glitter eyes, radiant skin)—the aspirational aesthetic that makes a product instantly giftable. The fashion choices are deliberate; they frame the makeup and hair as the final, most essential accessory.
- Viral Content Guaranteed: The campaign’s core strength is its guaranteed social media domination. The self-aware, playful nature of the musical performance—especially Tina Knowles-Lawson’s vocal production story—creates sharable, organic content. It transforms a conventional advertisement into a cultural moment, maximizing earned media and minimizing reliance solely on paid impressions.
- Countering Competitors: By fielding such a powerful, diverse lineup, Ulta makes a decisive statement against rivals like Sephora. It asserts Ulta’s dominance in the mass-meets-prestige space, confirming its place as the definitive, comprehensive beauty destination for every consumer, regardless of age, skin tone, or budget.
Conclusion:
The Ulta Beauty Holiday 2025 ad is a resounding success, demonstrating a deep understanding of today’s fragmented media landscape. It speaks to the consumer who seeks both aspirational fantasy and relatable authenticity. By successfully integrating undisputed fashion icons with powerful business figures and a beloved matriarch, Ulta has crafted a campaign that speaks to the past, the present, and the future of beauty. The “Holiday Happens Here” campaign proves that the most valuable gift is the confidence that comes from owning your unique legacy.
