Ulta Beauty launches holistic initiative 'Conscious Beauty'

By

Jennifer Braun

Published
Jul 15, 2020

Beauty and cosmetics retailer Ulta Beauty wants to offer consumers increased transparency as of this fall via a new “holistic” initiative, dubbed 'Conscious Beauty'. 

Under the new program, brands will need to be certified under five key pillars, allowing customers to shop brand choices tailored to their personal values: Clean Ingredients; Cruelty Free; Vegan; Sustainable Packaging; and Positive Impact. 

Under its Sustainable Packaging pillar, as of today, Ulta is pledging to ensure 50 percent of all packaging sold, including its Ulta Beauty Collection, will be made from recycled or bio-sourced materials, or will be recyclable or refillable by 2025.

Likewise, its Clean Ingredients pillar will assure brands comply with an ingredient standards list created specifically for Conscious Beauty, while Cruelty Free will elevate brands that certify as never engaging in animal testing. 

“As the beauty retail leader, we have the unique opportunity to inspire positive change in our industry,” said Dave Kimbell, president of Ulta Beauty, in a news statement. 

“With Conscious Beauty at Ulta Beauty, our focus is to educate, guide and simplify product choice and elevate those brands doing good for our world. This initiative helps our guests readily navigate our assortment through the lens of what matters most to them. We are thrilled to offer such transparency and set significant standards as a company.”

Ulta said that it has established the Conscious Beauty Advisory Council to ensure accountability and drive the initiative forward, which is to include experts at the forefront of clean beauty, product development, packaging sustainability and brand leadership. To date, the Council includes Annie Jackson, co-founder and COO, Credo Beauty; and Tom Szaky, CEO and co-founder, Loop, among others.

Ulta said last month that it is reviewing its store footprint, in light of pressures due to the Covid-19 pandemic. The retailer currently operates 1,254 retail stores across 50 states.