Ulta Mini Brands: What They Are, Do They Work, and Series 1 vs Series 2

Ulta Mini Brands are ZURU Mini Brands capsules made with Ulta Beauty: tiny collectible replicas of real makeup, skincare and haircare products, sold at Ulta. Each capsule costs $9.99 and holds five surprise minis. There are two series so far. Series 1 (2024) had 68 minis, and Series 2 (October 2026) has 75.

What is the Ulta Mini Brands collection?

It's the beauty edition of Mini Brands, made with Ulta Beauty and sold mainly at Ulta stores and ulta.com. NewBeauty called the first series, in 2024, the first beauty Mini Brands collection. It reported that each capsule held "five detailed toy replicas" of products from brands such as e.l.f., Tarte, Redken and OUAI. Our catalog files it under the Fashion line, alongside Mini Fashion.

Do Ulta Mini Brands actually work?

Mostly no. They are toy replicas made to look like the real product, not usable cosmetics. Series 1 minis are display pieces, and NewBeauty describes them as replicas that "look just like the full-sized thing, just shrunken." Series 2 adds some realism. Ulta's listing says it "includes real liquid, scented, and working minis." On our checklist, 15 of the 75 Series 2 minis are marked real liquid and 1 is scented.

Reviews on Ulta's page disagree on how real they feel. One reviewer mentions wands, caps and liquid inside, while another says they got "replicas with no real product at all." The line is aimed at "tween, teen, and adult beauty fans" for collecting and display.

How much are Ulta Mini Brands?

$9.99 per capsule of five minis on ulta.com, as of October 2026. Series 1 also launched at $9.99, according to NewBeauty and Ulta's Series 1 listing. Open "you pick" singles on resale sites vary widely, so check recent sold listings before paying a premium for one mini.

What's the difference between Ulta Series 1 and Series 2?

Series 2 is larger, has more brands and adds a full rarity ladder. Series 1 was almost all commons with two Ultra Rare chase minis. Here's how they compare in our catalog:

Series 2 also brings in brands that weren't in Series 1, including Charlotte Tilbury, Fenty Beauty, Benefit, Touchland, Vacation, Snif, Morphe and Shark Beauty.

Which Ulta Mini Brands are rare?

In Series 2, the three Legendary minis are the rarest. In Series 1, the two Ultra Rare Frozen Moments minis are the chase pieces.

Series 2 breaks down by rarity like this on our checklist:

These are checklist counts, not pull odds. ZURU doesn't publish odds per capsule. The three Legendary minis are Rose Era (Snif), Goatie (Beekman 1802) and VACATION by Vacation Eau de Toilette. The 7 Iconic minis include Shark Beauty's FlexStyle Air Styling & Drying System and Ulta Beauty's own Juice Infused Lip Oil (Berry).

In Series 1, the Ultra Rare minis are OPI Nail Lacquer "Bubble Bath" and Truly "Buns of Glowry" Smoothing Polish, both in the Frozen Moments finish. Our rarity levels guide explains how each tier works.

Is there an Ulta Mini Brands advent calendar?

Yes. Ulta and Mini Brands released an advent calendar for the 2025 holidays. Hip2Save lists 24 mini replicas plus a $15-off-$50 Ulta voucher, at a regular price of about $39.99. Walmart listed it at $36.00 (out of stock when checked). These are replicas for display, not beauty samples. As of October 2026 we've found no announcement of a 2026 Ulta Mini Brands advent calendar.

What are Mini Brands Ulta Pops?

Pops are plush key rings shaped like Ulta minis, one per mystery pack. According to Ulta's listings, they feature minis from Tarte, OPI, MONDAY Haircare, SheaMoisture, Truly and others.

Where can you buy Ulta Mini Brands?

At Ulta Beauty stores and on ulta.com. Ulta's listing offers in-store pickup and same-day delivery. Series 1 also turned up later at other retailers and on resale sites. Track which minis you already have on the Series 2 checklist before you buy more capsules, because one Ulta reviewer reported getting lots of duplicates.