When Is the Best Time to Buy Makeup? A Year-Round Guide
Makeup can add up quickly, especially if you like to try new products or stick with prestige brands. Many people notice that the same foundation or palette they paid full price for goes on sale a few weeks later. Knowing when the big discounts usually happen can save a surprising amount over a year.
The best times to buy makeup are usually during the major retailer beauty events in spring and fall, around Black Friday and Cyber Monday, and during large online shopping events. Drugstore brands also run frequent buy-one-get-one and loyalty promotions throughout the year.
In the United States, Ulta’s 21 Days of Beauty typically runs twice a year, in early spring and again in late summer into early fall, with daily deals on individual products. Sephora usually holds a Savings Event for its loyalty members in spring and again in fall. Big online events, such as Amazon’s summer Prime Day and its fall deals event, often include discounts on popular makeup brands.
A deal is only a deal if you use the product before it expires. Mascara usually lasts about three months after opening and liquid foundation about a year, so stocking up heavily on these can backfire.
This guide covers the main sale periods, how to plan a shopping list, which products are worth stocking up on and which are not, and how to avoid counterfeit deals that seem too good to be true.
Recommended Makeup Staples Worth Stocking Up On
On This Page
- The Makeup Sales Calendar
- Drugstore Deals Happen All Year
- Loyalty Programs, Rewards, and Birthday Gifts
- How to Plan Your Purchases
- What to Stock Up On and What Not To
- Understanding Makeup Shelf Life
- Buying Makeup Online Safely
- When to Buy New Shades
- Where to Save and Where to Spend
- What a Sale Cannot Fix
- When a New Product Causes Problems
- Common Questions
- Final Word
At a Glance
- Major beauty sales usually happen in spring and fall, plus Black Friday and Cyber Monday.
- Ulta’s 21 Days of Beauty typically runs twice a year with daily product discounts.
- Sephora’s Savings Event for loyalty members usually happens in spring and fall.
- Large online shopping events often include discounts on well-known makeup brands.
- Stock up only on products you use regularly and that have a long shelf life.
- Check the open jar symbol to see how long a product lasts after opening.
- Deep discounts from unknown sellers may be counterfeits.
The Makeup Sales Calendar
Exact dates change from year to year, so always check retailer announcements, but the general pattern is fairly consistent.
| Time of year | Typical sales | What to expect |
|---|---|---|
| Early spring (around March) | Ulta 21 Days of Beauty | Daily deals, often around half off selected items |
| Spring (around April) | Sephora Savings Event | Tiered discounts for loyalty members |
| Summer (around July) | Large online shopping events such as Prime Day | Discounts on popular drugstore and some prestige brands |
| Late summer to early fall | Ulta 21 Days of Beauty | Second round of daily deals |
| Fall (around October and November) | Sephora Savings Event, online fall deal events | Loyalty discounts and online deals |
| Late November | Black Friday and Cyber Monday | Broad discounts and gift sets |
| After the holidays | Clearance of gift sets | Leftover sets at reduced prices |
Retailers may change their schedules, so treat this as a rough guide rather than a guarantee.
Sign up for retailer emails or follow their social accounts shortly before these periods. Many retailers announce sale dates and preview deals a week or two in advance, which gives you time to plan.
Drugstore Deals Happen All Year
Drugstore makeup brands are often discounted through regular buy-one-get-one offers, loyalty points, and digital coupons at pharmacies and big-box stores. These deals come and go frequently, so you rarely need to wait long for a discount.
If you mostly use drugstore makeup, it can make more sense to buy when you are running low and use whatever promotion is available, rather than stocking up for months.
Signing up for store loyalty programs and apps is usually free and often unlocks extra coupons, birthday gifts, and early access to sales.
Clearance aisles can also be worth a look, since stores regularly discount discontinued shades and packaging changes. Check that seals are intact and that products have not been opened or tested before buying.
Loyalty Programs, Rewards, and Birthday Gifts
Loyalty programs can add real value on top of sales. Most major beauty retailers offer free programs that give points on every purchase, which can later be turned into discounts, free products, or samples.
Many programs have tiers, so frequent shoppers unlock bigger discounts during events such as the Sephora Savings Event. Ulta and Sephora both typically offer birthday gifts to members, and drugstore apps often include personalized coupons.
To get the most from loyalty programs, stick with one or two retailers rather than spreading purchases across many, and check whether points can be combined with sale prices. Just be careful that rewards do not tempt you into buying things you do not need.
Some programs also offer free samples with online orders. Samples are a low-risk way to test new foundation shades, skincare, and fragrances before committing to a full size, which can save money in the long run.
How to Plan Your Purchases
A little planning helps you save money without ending up with products you never use.
Take stock of what you have
Go through your makeup and note what is almost empty, what is expired, and what you rarely use.
Make a short list
List only the products you use regularly and will need in the next few months.
Check expiration timing
Look at the open jar symbol on each product, such as 6M or 12M, to see how long it lasts after opening.
Watch for the next big sale
If a major sale is a few weeks away and you are not out yet, it may be worth waiting.
Buy from trusted sellers
Shop directly from brands and authorized retailers, especially for deep discounts.
Set a budget before the sale starts. Daily deals are designed to encourage impulse buys.
What to Stock Up On and What Not To
Do
- Stock up on powders, which usually last longer.
- Buy extra cleansing products and removers you use daily.
- Buy your trusted foundation shade if you finish it regularly.
- Pick up brushes and sponges, which do not expire.
- Buy gift sets only if you will use most items.
Don’t
- Stock up on mascara, which lasts about three months after opening.
- Buy large amounts of liquid products you rarely finish.
- Buy new shades without testing them.
- Buy sunscreen far beyond its expiration date.
- Buy trendy products you are not sure you will use.
Unopened products last longer, but they still have a shelf life. Store extras in a cool, dry place away from sunlight and bathroom steam.
Understanding Makeup Shelf Life
Most makeup does not have a printed expiration date, but many products show a period after opening, marked by a small open jar symbol with a number, such as 12M for 12 months.
- Mascara and liquid eyeliner: about 3 months.
- Liquid foundation and concealer: about 6 to 12 months.
- Cream products: about 6 to 12 months.
- Powders: about 1 to 2 years.
- Lipstick: about 1 to 2 years.
- Sunscreen: follow the expiration date printed on the package.
Throw away products that change smell, color, or texture, even if they are within these times. Our guide on whether makeup messes up your skin explains why old products can cause problems.
Writing the opening month on a product with a permanent marker makes it much easier to know when to replace it, especially if you bought several during a sale and opened them at different times.
Buying Makeup Online Safely
Online sales can be a great way to save, but they also attract counterfeit sellers.
Buy from the brand’s official store, well-known retailers, or listings clearly sold by the brand or an authorized retailer. Be cautious of prices far below normal from unfamiliar sellers, and check reviews for mentions of fakes or odd smells.
Counterfeit makeup can contain harmful contaminants. Our guide on how to tell if makeup is fake covers what to check.
Keep order confirmations and check deliveries as soon as they arrive, so you can return anything that looks damaged, opened, or different from the listing within the return window.
When to Buy New Shades
Buying a new foundation or concealer shade during a sale can be tempting, but shade mistakes are costly. If you can, test in store first or order samples.
Many people need a slightly different shade in summer than in winter. Late spring and early fall are good times to check whether your current shade still matches. Our guide to choosing foundation explains how to test shades on your jawline.
Check return policies before buying new shades online. Many retailers accept returns on used makeup within a set period, but policies can differ during sales.
If you are between shades, buying one lighter and one deeper shade during a sale lets you mix them to match your skin as it changes through the year. It is often cheaper than repeatedly buying the wrong single shade.
Where to Save and Where to Spend
Not every product needs to come from a prestige brand. Many people find the best value by mixing drugstore and higher-end products.
- Often worth saving on: mascara, eyeliner, brow gel, setting powder, makeup sponges, and makeup remover. Drugstore versions often perform very well and need replacing often.
- Often worth spending on: foundation if you struggle to find your shade or finish, eyeshadow palettes you will use for years, and quality brushes that last with care.
- Worth prioritizing: daily sunscreen that you like wearing, since consistent use matters most.
Sales are a good time to try a prestige product you have been curious about, since the discount lowers the risk if it does not work out.
What a Sale Cannot Fix
| Belief | Reality |
|---|---|
| Stocking up always saves money | Only if you use products before they expire |
| Prestige brands are always better | Many drugstore products perform just as well |
| Deep discounts mean good value | They may signal counterfeits or old stock |
| Gift sets are always a bargain | Only if you want most of the items |
| Unopened makeup lasts forever | Most products still have a shelf life |
The best buy is always a product that suits your skin and that you will actually use.
When a New Product Causes Problems
New products bought during a sale can still cause reactions. Stop using a product and see a doctor or dermatologist if you notice:
- A rash, redness, or itching where you applied it.
- Swelling of the eyelids, lips, or face.
- Breakouts that start after using a new product.
- Eye irritation, redness, or discharge after using eye makeup.
- Burning or stinging that does not settle.
- Any difficulty breathing, which needs emergency care.
Medical disclaimer: This article is for general information and is not a substitute for professional medical advice. Sale dates and retailer policies change; always check current details.
Common Questions
When is the best time to buy makeup?
Usually during major spring and fall beauty sales, Black Friday and Cyber Monday, and large online shopping events.
When is Ulta’s 21 Days of Beauty?
It typically runs twice a year, in early spring and in late summer to early fall. Check Ulta for current dates.
When is the Sephora sale?
Sephora’s Savings Event for loyalty members usually happens in spring and fall.
Is Black Friday good for makeup?
Yes. Many brands offer broad discounts and gift sets around Black Friday and Cyber Monday.
Should I stock up on makeup during sales?
Only on products you use often and that will not expire before you finish them.
How long does makeup last?
It varies: mascara about 3 months, foundation 6 to 12 months, powders 1 to 2 years.
Are drugstore makeup deals worth it?
Yes. Drugstores run frequent promotions, so you can often buy when needed.
Is it safe to buy discounted makeup online?
Yes, from brands and authorized retailers. Be careful with very cheap listings from unknown sellers.
Are holiday gift sets good value?
They can be, if you will use most of the items.
What should I not buy in bulk?
Mascara, liquid eyeliner, and products you rarely finish.
Final Word
The best times to buy makeup are usually during the big spring and fall beauty events, around Black Friday and Cyber Monday, and during large online shopping sales. Drugstore brands also offer regular deals throughout the year, so you rarely have to pay full price.
Plan ahead with a short list, stock up only on products you use and that will not expire, and buy from trusted sellers to avoid counterfeits. The best bargain is always a product that suits your skin and that you will actually finish.
