Ulta expands into clean beauty market with Credo partnership

Ulta expands into clean beauty market with Credo partnership

THE WHAT? Ulta has announced a collaboration with Credo Beauty, which will see brands carried by the clean beauty pioneer sold in Ulta stores.

THE DETAILS The clean beauty showcase will initially feature eight brands this fall, which include EleVen by Venus Williams x Credo SPF, Innersense Organic Beauty and One Love Organics. The brands will launch across 100 Ulta Beauty stores and on Ulta.com.

Monica Arnaudo, Chief Merchandising Officer, Ulta Beauty, said, “As a trailblazer in ingredient authenticity and transparency, Credo Beauty is the perfect partner for us as we continue to evolve our clean beauty offerings for guests.”

Annie Jackson, Co-founder and COO, Credo Beauty, continued, “We partner with brands driven by innovation, clean beauty and transparency on our mission to change the industry together. Bringing this collection to life with Ulta Beauty helps us share the highest standards in clean beauty with an expanded audience of enthusiasts. We are thrilled to share our knowledge and relationships to create platforms together for new, sustainable beauty brands to grow.”

THE WHY? The partnership highlights Ulta’s first significant move into the clean beauty sphere, with the retailer acknowledging the growth potential of the market. 

Arnaudo said, “We know ninety percent of Gen-Z shoppers intend to buy clean beauty products in the next year1; this first effort together, a clean collection handpicked by the experts at Credo, offers amazing products and more beautiful, clean possibilities for their needs.”

For Credo the collaboration allows it the opportunity to scale up, selling in one of the biggest beauty retailers in the U.S.