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You’ve heard of Christmas in July? Well, let us introduce you to the three-week version of Black Friday in May… you know, minus the crowds, hassle, and stress.

With more than 20,000 products from over 500 brands, Ulta Beauty regularly gifts us with “All Things Beauty, All in One Place,” but starting May 14, it’s going to feel like the holidays came early when the beauty powerhouse brings back one of its main — ahem, mane — sales of the year. We’re talking about the semi-annual Gorgeous Hair Event, of course!

If you don’t already know, Ulta Beauty’s signature Gorgeous Hair Event is a 21-day sale in which popular hair care products and styling tools are available for up to 50% off their normal retail values. So you’re guaranteed huge savings, but there’s more! In the same fashion as an advent calendar, shoppers get access to one featured BEAUTY STEAL per day on the Gorgeous Hair event page. And trust us when we say “steal” because these deals are so good, they’re practically sinful.

The best way to take advantage of the sale is to plan ahead, so make sure to visit the page and browse the upcoming deals from May 14 to June 3. For your added convenience, we’ve selected a handful of products and the dates to look out for to give you a sneak peek of the awesomeness to come.

Sunday, May 14

Simple, yet sweet: It all kicks off with some essential beauty products to help you create any style, from the everyday standard to finally achieving those effortless beach waves.