Ulta Beauty has announced the launch of Conscious Beauty at Ulta Beauty, a holistic initiative to provide guests greater choices and transparency. The program will debut this fall and will certify brands under five, key pillars: clean ingredients, cruelty free, vegan, sustainable packaging and positive impact.
Under its sustainable packaging pillar, Ulta Beauty is also pledging to ensure 50% of all packaging sold, including the Ulta Beauty Collection, will be made from recycled or bio-sourced materials or will be recyclable or refillable by 2025.
“As the beauty retail leader, we have the unique opportunity to inspire positive change in our industry,” said Dave Kimbell, president of Ulta Beauty. “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.”
To ensure accountability and drive the initiative forward, Ulta Beauty established the Conscious Beauty Advisory Council, including experts Annie Jackson, co-founder and COO of Credo Beauty and Tom Szaky, CEO and co-founder of Loop, among others.
“We have always taken pride in offering guests a diverse assortment of products to meet their individual beauty needs, including many brands that align to the Conscious Beauty pillars,” continued Kimbell. “Today’s announcement marks a definitive milestone on our ongoing journey in this space and we look forward to further meeting guests needs this fall in-store and online.”