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Ulta 10x Points 2016 For Platinum Appreciation Day Today Only!

See recent 10x points events.

The 2017 event took place on 08/21/17. A special mini 10x points event took place in early November 2017.

See General 2018 Beauty Bag Offers.

Every year Platinum members at Ulta get a one day event where select items are available for 10x points. Yes, this combines with any other multipliers you may have. Read my Ulta page for the rules on combining multipliers (if you’re lucky enough to have more than one). This event is always at the end of August and has not included every item sold at Ulta since 2014. In 2015, the event only included select items. It landed on Monday, August 24th. Ulta is on central time, so it officially started 08/23/15 at 10pm PST.

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There is a dedicated link this year for the promotion, so no one has to wait for their email in the morning or play hours of trial and error to see which items get 10x points. The event offers free shipping and although it was not actually working in the early hours of the sale, I noticed it started working around 10am PST.

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The 2016 event is taking place today, 08/22/16, so the event officially went live at 10pm on 08/21/16. At Ulta, you exchange points for a credit toward anything they sell, so passing on a great multiplier is not ideal. Platinum members get a 0.25x bonus, so 10x points with no other multiplier result in 10.25x points. For every $100 you spend, you get 1025 points. Spending less than $200 at 10.25x points gives you enough to redeem $125 (just over 2000 points). All items not included in the 10x points event get 5x points, so it is a great time to shop.

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The offer for 5x points on everything and 10x points on select items will appear in your account under My Rewards, but you can also activate the offer from the event link. Once you receive the email, you can also activate the offer from the email. Make sure you activate it before you shop. The event link has its own links leading into groups of the covered items. These links do not include all items from each brand or even all items listed as included in the 10x points promotion. If you select products within a brand that are not included in these links, there is a good chance your item is not included. I noticed the Soap and Glory items I was looking at (even though they are technically bath and body products) are not listed in the link from the 10x points page to the Soap and Glory Page.

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The points were not currently calculating with the multiplier when I checked out a little over an hour into the event, but Ulta fixed it before the third hour elapsed. If you completed your order before Ulta corrected this and they do not correct at 10x points once they’re officially posted, you can call Ulta for an adjustment once the order ships. You can test any item you’re unsure about. If it does not calculate at 10x points in the last screen before you process payment and it is not listed in the links tied to the event, the item gets 5x points instead of 10x points.

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Here is a list to the included products and their respective links:

Urban Decay Naked Palettes
BareMinerals (foundation)
IT Cosmetics (CC creams)
NYX Cosmetics (eye and face)
Estèe Lauder (makeup and skincare)
All Mascaras
Ulta Beauty Collection
IT Brushes For Ulta (singles)
Clinique (skincare)
Smashbox (primers)
LORAC (palettes and sets)
Lancôme (skincare)
Lipstick Queen
L’Oréal (Infallible Collection)
Maybelline (lip collection)
Ariana Grande (fragrances)
Honest Beauty
Philosophy (Miracle Worker)
Mario Badescu (acne collection)
First Aid Beauty
Soap & Glory (bath and body)
Clarisonic (Mia 1 and Mia 2)
Living Proof (shampoo and conditioner)
Redken (styling and finishing)
Pureology (shampoo and conditioner)
Drybar (tools and liquids)
The Body Shop (Tea Tree)

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I placed an order shortly after the event went live, so I could go to sleep without worrying about the items selling out while I rest. After I woke up, I ended up placing two more orders.

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I only paid for five of these items, so I actually received more freebies than I originally thought. It is still not as much as I received last year, but I am happy.

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I purchased the IT Brushes for Ulta: Airbrush Blending Crease Brush #105Airbrush Angled Shadow Crease Brush #117, and the Velvet Luxe Soft Focus Sculpting Brush #315. These were my first brushes from this line. I will probably pick up the face brush (206) in the Fall 2016 21 Days of Beauty.

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They shipped separately and the Airbrush Blending Crease Brush #105 arrived first.

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It comes with a nice lid, which will be great for traveling. When you remove the lid, you see this is a lot like the Lancome 17 brush I love. This does feel pretty soft, and I love the way it blends.

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I’ve already used this brush as you can see below in the group shot of all three brushes. It blended beautifully and is officially my second favorite blending brush behind Lancome 17. It seems to apply shadows a little better than my MAC 217, but it is not as soft as the MAC.

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Lancome does not have a good angled crease brush. Both 13 and 23 fall short of my needs, so I ordered this Airbrush Angled Shadow Crease Brush #117. This is leaps and bounds above the Lancome counterparts. I am realizing that I do not like this brush type though, so I will probably stop my search. My eyes are already hooded, so I need something less dense to pack color in my crease. A dense brush like this one applies too much, which makes it harder to blend out in the areas that do not get pressed as well.

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It also comes with a nice lid, which will be great for traveling. When you remove the lid, you see this is a lot like the Lancome 13 brush I hate. This does feel pretty soft, but I have not used it yet.

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I have some contour brushes, but this Velvet Luxe Soft Focus Sculpting Brush #315 looks different from all the ones I own. None of the brushes I own fit what I am looking for. This looks like the size and shape I am looking for.

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This comes with a plastic casing inside a velvet-black case. It is luxe and stunning. Some of the bristles seem a little frayed, but they re-shaped after I washed it.

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I love this brush. It is the perfect shape for contouring, because it wraps under my cheekbones beautifully. The bristles feel soft and seem to apply the right amount of pigment. This is currently my favorite contour brush.

The variety sample pack I selected with this came with a 0.067oz foil of It Cosmetics CC Cream in medium and a 0.05oz foil of Clinique sun-kissed face glee universal glow 01. I was happy to see the It Cosmetics CC Cream in medium, because I can sample the foil before I open the deluxe samples. If the color is too dark, I can gift the deluxe samples while they’re still new.

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This order gave me 522 points, which is exactly 10.25x the $51 I spent. I used a $10 coupon.

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The Variety Bag, which was free with a $25 purchase should have included: a 0.1oz bareminerals Bare Skin Sheer Sun Serum Bronzer, a 0.03oz Benefit Ka-Brow in Shade 1, a 0.03oz Clean White Woods Eau de perfume, 0.35oz foil packets of Not Your Mother’s Beach Babe Moisturizing Shampoo & conditioner, a 0.25oz foil of Vitabath Heavenly Coconut Crème Body Wash, a 0.05oz Dolce & Gabanna Dolce Eau de Parfum, a 0.06oz foil of First Aid Beauty Intense Hydration for Dry Parched Skin, a 0.135oz It Cosmetics Your Skin But Better CC Cream with SPF 50+ in Medium, a 0.05oz foil of Julep Hydrating Cleansing Oil, and a 0.125oz CND Solar Oil. There was a photograph of a Smashbox Studio Skin Foundation and Concealer in the picture, but it was not listed in the description. That Smashbox item was in both bags, but the SNC Solar Oil was not in either.

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Some of the items pictured in the promo were in the bag and others were not. There were two differences between the two bags I redeemed, so it is possible other people received even more variations. I’ve actually reviewed the bareMinerals Bare Skin Sheer Sun Serum Bronzer and am impressed enough to keep these duplicates.

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The first bag included: single use samples of Smashbox Studio Skin Foundation in shades 1.1, 3.1, and 4.3, single use samples of Smashbox Studio Skin Concealer in shades fair, light/medium, and deep, a 0.135oz It Cosmetics CC Cream in medium, 0.35oz foils of Not Your Mother’s Beach Babe Moisturizing Shampoo and Conditioner, a 0.1oz bareMinerals Bare Skin Sheer Sun, a 0.03oz Clean White Woods, a 0.03oz Benefit Ka-Brow! Clean-Gel Brow Color with Brush Shade 1, a 0.05oz Dolce&Gabbana Light Blue Eau de Toilette, a 0.05oz foil of Julep love your bare face Hydrating Cleansing Oil, and 0.5oz Whish renewing mud mask.

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The second bag had all the same items as the first bag, except it had a 0.25oz foil of vitabath Cupcake Couture Heavenly Coconut Creme Body Wash and a 0.06oz foil of First Aid Beauty Ultra Repair Cream instead of the Whish and Julep products from the previous bags. This one makes me glad I ordered two, because the other one was a lot better even with only two small differences.

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I had all the Naked palettes other than the original, because Naked 2 was already out by the time I got back into makeup. That was when I still thought I was cool toned. Everyone said Naked 2 is better for cool toned skin, so I decided I did not need the original.

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Now, that I know my skin is actually warm toned with lots of pink overtones, I decided I finally wanted to pick up the original Urban Decay Naked Palette. When I saw I could get it for 10x points, I was going to get it.

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Second thoughts kicked in last night when I placed my original order, but they subsided after I woke up. Naked Smoky is actually a palette I picked up in the 10x event last year. The Variety bag was still in stock, but this was the less impressive bag pictured above. My first order from when the event when live included the better bag.

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Unlike my other Naked palettes, this is a velvety felt. I actually prefer the metal ones, because they’re easier to clean. This looks a lot nicer than the metal ones though.

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There is a mirror in this, but it is a relatively cheap mirror.

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This also comes with a brush. I actually like these Urban Decay palette brushes. Of all the palettes I own, these are better than most brushes that come in palettes. Although I still prefer the brushes I’ve paid for, I do reach for these first as my other brushes are dirty. There are some brushes (especially those from palettes) I’d rather not use and never reach for at all.

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This palette has 12 0.05oz shades and retails for $54. That actually makes this 0.6oz palette a very reasonable $90 per ounce. For mid range makeup, this is one of the lower prices per ounce available.

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The shades include: Virgin (cool pale beige shimmer), Sin (champagne shimmer), Naked (nude matte), Sidecar (beige shimmer with silver micro-glitter), Buck (fawn brown matte), Half Baked (golden bronze shimmer), Smog (deep coppery bronze shimmer), Darkhorse (deep mocha shimmer), Toasted (antique copper penny shimmer), Hustle (plum-brown satin), Creep (onyx shimmer with gold sparkle), and Gunmetal (dark metallic gray shimmer with silver micro-glitter).

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I swatched them in order and like all swatches, except Virgin, Creep, and Gunmetal. These are probably also the shades I’d use the least of anyway. I rarely use super pale matte shades or super glittery dark shades, and these three fall in both spectrums.

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I had to zoom in a little on these shades, because the wide picture does not do justice for many of them. So many Urban Decay shadows take my breath away, like Half Baked, which is one of my all-time favorites. That shade is also in Naked 2, but I will not complain about the duplicate.

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After the first use, I already know I prefer Naked to Naked 2. I realize that as much as I love cooler tones, I love warm tones more. They seem to stand out a little more on my skin, too. Like most Urban Decay shadows, these were very pigmented, easy to blend, and had a lot of fall-out. Thankfully, I remembered to apply my foundation after I did my eyes, so I was able to clear most of the fallout (other than a few stubborn specks of glitter). These shadows stayed crease free all day using my usual NARS Pro Prime.


For this look, I used: my beloved Half Baked on the lid, Sin on the inner corner and brow bone, Sidecar to transition, Buck in the crease, and Toasted in the outer V.


I wanted a somewhat natural look, but I usually forget something when I am in a hurry. For this look, I forgot my eyeshadow primer. It is amazing that my eyeshadow stayed virtually crease free all day. There was a very slight crease in a deep fold of one eye, but the other eye was perfect. That is not usually the case with Urban Decay shadows (as I’ve pointed out before), so I wanted to make note of this.


For this look, I used Virgin and Naked in the crease, Sin on my brow bone, in my inner corner, and on my lid, and Buck on my outer corner.


Ulta advertises this palette with large foil samples of Eye Shadow Primer Potions in: Eden, Anti-Aging, Original and Sin. I like these primers (as long as I wait 5 minutes before applying shadows). Mine did not arrive with any primers, but I decided not to call and bother Ulta about this. These are all samples I’ve tried before. It looks like there’s a place inside the box for the primers, so I wonder if someone took mine out or if they are no longer included and Ulta has not updated its site yet.

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The skincare sampler I selected included: a 0.042oz foil of Japonesque Velvet Touch Primer and a 0.067oz foil of Shea Moisture Superfruit Multivitamin Renewal Eye Cream. The funny thing is I received a deluxe sample of that primer during this event last year, so someone really wants me to try it.

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This order gave me 451 points, which is exactly 10.25x the $44 I spent. I used a $10 coupon.

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I was not going to order anything else, but then I remembered that LORAC had offers for $10 off a $40 purchase, and I could get it for 10x points.

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After disappointment in the original PRO palette, I decided I was not going to get any more and have not even swatched any since the first. Although I still own the original, I never use it. The Ooh La Lace Palette is lovely, so I decided to give LORAC shadows another chance. Shimmers own my heart, but I can always use more mattes. The LORAC offer is targeted, and I was not selected to take part.

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Someone was kind enough to offer her code, so I used her code to purchase the LORAC PRO Palette 3. This was a whim, so I have no clue how it will perform. I’ve seriously never even seen swatches, so this decision could backfire. Getting it for $34 and 348 points made it worth the gamble to me. By the time I decided to place this order, the Variety Bag was out-of-stock. If I like 3, I will swatch 2 and some point and consider purchasing it.

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The case is a durable, pale-pink cardboard. It does not feel flimsy at all.

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The sleek case is similar to others in the LORAC PRO line, including the original, which comes in a similar black case. This is obviously prettier. There is a cheap mirror inside this case as well.

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This palette has 16 0.032oz shades and retails for $44. That actually makes this 0.51oz palette a very reasonable $85.94 per ounce. For mid range makeup, this is one of the best prices per ounce available.

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The top shades include: Blanc, Canvas, Cool Taupe, Pink Nude, Clay, Terracotta, Dark Brown, and Jet Black.

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The bottom shades include: Light Gold, Almond Pearl, Medallion, Light Pewter, Amethyst, Rose Bronze, Dark Mocha, and Truffle.

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Some of these shades took a lot of passes to build pigmentation. The act of swatching really hurt the integrity of some of the shades in the pan. It seriously looks like I’ve used some of these a lot after only swatching them. There are a few shades that were beautiful and opaque with one pass, so they give me hope. Most of the matte shades look chalky in the swatches, and the glitter shades were the ones that were not super pigmented.


For this look, I used Light Gold on the inner corner and brow bone, Cool Taupe and Clay in the crease, Amethyst in the outer V, and Medallion on the lid. I loved the way the colors look together. This is a great take on a neutral palette.


Everything stayed crease free all day, so it met my expectations. The glitter shades did require a lot of passes to build up pigment. There is a lot of fall out on all shades, but the glitter shades are the worst. I applied my foundation first and dropped some I was unable to remove on my left side.


I applied the shadows before my foundation with the second look, and it helped because I had fall out with the outer V shade. For this look, I used Terracotta and Clay in the crease, Almond Pearl in the inner corner, Blanc on the brow bone, Rose Bronze mixed with MAC Fix+ on my lid, and Dark Mocha on my outer V.


There was a little too much chunky glitter when I applied to my lid with the MAC Fix+. I buffed it out as well as I could and use a much lighter hand when I applied it to my right eye. The end result was actually beautiful, so I just need to start light and build up in the future. This look stayed crease free all day, which is impressive given this picture was taking after my Doctor made me cry. The eyeliner smeared all over the place (I touched it up as best as I could before taking the photo), but the shadow stayed put. I am officially impressed that this shadow stayed on with tears.

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It also comes with a 0.19oz sample of Behind The Scenes Primer. That is a primer I really like, even though NARS Pro Prime is still my favorite. I ran out of NARS primer just before using this palette, so I used this (well not the one from this set but this primer). The primer worked beautifully with the shadows.

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The fragrance sampler I selected included: a 0.042 Yves Saint Laurent L’Homme and a 0.05oz Smashbox Photo Finish Primer. The funny thing is I actually thought I would get an order without this Smashbox primer for only the second time all year, but it arrived with the fragrance sampler of all things. I’ve seen everything now. The primer gives me a rash, and I think this is a cologne my husband dislikes. We’ve seen better samples. Both of the other sets were better than this one.

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This order gave me 348 points, which is exactly 10.25x the $34 I spent. I used a $10 coupon.

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I also received an in-store coupon for 20% off bliss through 10/01/16. There is actually a bliss mask I was planning on picking up, so I may actually use this.

I will continue to post offers I am aware of, so no worries if you happen upon this post after the offers above expire. If you have questions about any Ulta Coupon, I go over all types. Targeted Offers are exclusive to UltaMate Members, so I do recommend joining. New members get $10 of their first purchase with a referral. Remember to check all Ulta offers before placing an online order, because there are always general or brand specific offers that are not targeted. Deal stacking is not only allowed, it’s encouraged. See all Ulta articles. Read Tips For Getting the Best Deal at Ulta. View my main page for the guide map to the site and deeper deal exploration.

Disclosure: Affiliate and Referral Links


10x Points, GWP Bag, It Brushes for Ulta, LORAC, Urban Decay


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notcreative View All

I'm Kimberly. Shopping is always more fun when I've found the best deal available, so I am always on the hunt. My father instilled that in me, and I love that I carry a piece of him. Sometimes, my husband and sons (12 and 7) let me shop for them, too. They do not use as many beauty products as I do. We can all benefit from nice products, even though their routine ends with moisturizer. That is when I can convince my 12-year-old to apply it.

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